Apple hired HTC’s ‘Jony Ive’ to oversee Beats hardware design for new products – 9to5Mac


There was a wild rumor making the rounds final 12 months that Apple deliberate to part out its profitable Beats hardware model and go all in with Apple-branded audio hardware. 9to5Mac reported on the time that burying Beats was “not a strategy that Apple plans to pursue” and even think about.

We’ve since discovered extra about was taking place behind the scenes in California. Rather than discontinuing the Beats model, Apple was hiring its first in-home designer to oversee Beats product design.

Apple and Beats

We pointed to six years of Apple investing within the Beats model since buying Beats Electronics to make our counterpoint towards the rumor of Beats’ demise::

Apple has invested within the Beats hardware division since acquiring the corporate in 2014. Beats hardware launched new products with Apple know-how built-in starting in 2016 with Powerbeats3Beats Solo 3, and BeatsX. Each product shared know-how used contained in the newly unveiled AirPods.

More not too long ago, Beats has launched all-new designs for products that meet completely different client wants than Apple-branded headphones. Powerbeats Pro have for much longer battery life than AirPods Pro, and the new Powerbeats add much more battery at a cheaper price.

Just a few months later, Beats debuted the $49 Flex headphones with Apple’s W1 chip. The value continues to be a bit exhausting to imagine contemplating it replaces and improves on the pricier BeatsX headphones that have been initially priced at $150.

And whereas a rumor was propagating that the Beats model could be phased out, Apple was truly hiring a nicely-recognized designer from the Android smartphone world.

Android hardware design veteran

Scott Croyle turned a director at Apple final 12 months after a decade of designing Android hardware. Croyle led HTC’s design workforce at its peak with hits just like the HTC One M7 and M8.

He left the company that acquired his design agency after three years to create a new startup. Croyle launched the cloud-pushed Nextbit Robin smartphone, which was acquired by Razer earlier than he left to begin a new design firm known as Attic.

Croyle joined Apple final 12 months particularly to oversee Beats product design, 9to5Mac has discovered. And whereas Beats has remained an Apple-owned model that shares audio know-how with AirPods, design agency Ammunition has continued to create the look of Beats hardware products and firm id.

Our understanding is the connection between Beats and Ammunition isn’t altering. What’s new is that Apple has chosen the Android design veteran as the purpose particular person between Beats and Ammunition. It’s exhausting to think about that the affect of a designer of Croyle’s caliber received’t see its manner into future Beats products.

New products coming

So when can we anticipate to see Scott Croyle’s contact on Beats hardware take form if we haven’t already? A supply with data of Beats design work tells us that the workforce has been actively learning audio system from different manufacturers which can be out there immediately, and headphones are a spotlight, naturally.

We’re additionally advised new products from Beats are presently within the pipeline. Hopefully this implies extra new headphone designs and the primary speaker replace for the reason that 2015 Beats Pill+ are on the horizon.

While Beats earphones and headphones use Apple wi-fi chips for AirPods-class efficiency and connectivity, we haven’t seen the W1/H1 seem in a Beats speaker. Neither has AirPlay 2, and a Wi-Fi/Bluetooth moveable Beats speaker with Apple’s wi-fi chip could be mighty compelling.

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