Quote:
Originally Posted by photon
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Yes!
Hi-Fidelity headphones existed before Beats Studios, but only audiophiles cared to spend much on them. There was no mainstream market for $300 headphones. Beats created that market by making a premium fashion accessory that people saw and wanted. Watch this and tell me Beats is marketing audiophile gear:
I know loads of people who'd consider themselves audiophiles. Not one went from a pair of $300 AKGs or Sennheisers to a pair of Beats Studios. For most Beats customers, this is their
first foray into high-end headphones. From a marketing standpoint - this is remarkable. They created a product nobody knew they wanted, well outside of mainstream "impulse buy" range. This is what makes Beats worth $3.2B to Apple.
Apple is going to have a similar challenge in wearables. They've got to make wearables that people
want to be seen wearing so badly that they'll fork over hundreds. I can't think of a single company that can do that as well as Beats.