That’s Beats (hardware) as opposed to Beats Music. For now, anyway. Just days after its $3bn acquisition was approved by regulators, Beats has been given it its own section on Apple’s online store. Currently available are Beats headphones, earbuds, wireless speakers and accessories. Inevitably the page is stylised to look like all the other sections of the Apple store – all stark white background, bold product images and gnomic pronouncements about their quality. While this hardware line compliments what Apple is already doing (although you do wonder how much longer the company will be punting its own white earbuds), what will be much more interesting to see will be how it pushes Beats Music and how that fits into its existing marketing of iTunes and iTunes Radio.

EarPods and phone

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