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Apple is planning to kill the Beats Music brand. May pour its skills into iTunes

Sources from within Apple’s ranks are hinting at plans to kill the Beats Music brand.

When official word landed that Apple had purchased Beats for nearly $3 billion, we were left wondering where the tech giant would take one of the most successful consumer audio brands of our time.

Dr. Dre and Jimmy Iovine have been brought into the Apple family to add their talents and musical credibility to the fruity firm, but it would appear that one of the company’s most recent products – Beats Music, doesn’t fit into Apple’s game plan going forward and plans are supposedly being made to end its life.

Apple and Beats - Jimmy Iovine, Tim Cook, Dr. Dre, Eddy Cue

Beats acquired MOG and repurposed it to create a music streaming service of its own in the form of Beats Music. Whilst receiving favourable reviews from its users and the media, in the three months since its US launch, Beats Music had only amassed 250,000 users, versus the 10 million+ touted by Spotify.

According to Apple, whilst plans to kill the Beats Music brand outright aren’t specifically true, in an official statement to Re/code the company stated that it “may, however, modify [Beats Music] over time, and one of those changes could involved changing the Beats Music brand.” This leaves the future of the service pretty open-ended, but based on the decline of iTunes downloads in favour of streaming services, we’re expecting Beats Music’s on-demand capabilities to be integrated into a future iteration of Apple’s prevalent music distribution platform.

iTunes Radio already offers on-demand music in select markets, but the Beats brand will expand its appeal and perhaps change the way Apple customers gorge on music through purchase or subscription.

What do you think Apple should do with the Beats Music service and the brand it’s tied to? Leave your thoughts in the comments down below.

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