Apple opens dedicated area for Beats within its online store

By Alex Tretbar August 7, 2014

Fresh off its acquisition of Beats, Apple has finally begun offering Dr. Dre’s Beats speakers and headphones in its online store. The new Beats-specific section is visible both on the Web and within the Apple Store iOS app.

After selecting the “Shop Accessories” tab near the top-right of the Apple Store homepage, you’re presented with six more tabbed options at the top of the page, “Beats by Dr. Dre” being the third. The “Beats by Dr. Dre” zone is broken down into four sections: headphones, in-ear headphones, speakers, and accessories.

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Apple has opted to pursue an audiophile-oriented approach to its slinging of Beats gear, evidenced in the introductory blurb at the very top of the new Beats-specific page: “Great sound should never be an afterthought. In every pair of Beats headphones, every speaker, every note, you’ll experience the unique blend of science and artistry that lets you hear the music the way the artist intended.”

If you head to Beats’ official page from before the acquisition, you’ll be greeted with a brief message dramatizing “the dawn of digital recording” and “this great tradition of bringing imagination to life.” Any attempt to purchase a Beats product through the old site leads to a “Buy now on the Apple Store” button that whisks you to that product’s page over at the Apple Store.

In other Apple/Beats news, the Cupertino-based company recently placed the former CEO of Beats Music, Ian Rogers, in charge of its iTunes Radio service, a move that could signify Apple’s first step toward reinvigorating Beats’ struggling music service.

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