This reads like a break up story. Company A shows interest in Company B. B gets competition. A falls for that new company and spends $3 billion on it.
Old B – or in this case, Bose – and A – Apple – are then left to figure out what to do with their stuff. Namely, the Bose products sitting on shelves in Apple stores next to now Apple-owned Beats products. (Videos via Bose, Apple)
MacRumors is reporting Apple will remove all Bose audio products from its retail stores. According to its “reliable source,” the change will happen next week.
Now, it’s not been said this breakup is happening because of Apple's Beats purchase — though that seems to be reason enough. Or if it was Apple or Bose that wanted to call it off.
Regardless, Apple will continue to promote its new toy at the expense of its newfound competition. (Video via Apple)
But don’t worry about Bose. The company has already found a new, high-profile partner.
The NFL. Bose landed a sponsorship deal with the league this year. As part of the deal, players are banned from wearing Apple’s Beats in front of TV cameras. (Video via Bose)
That's something San Francisco 49ers QB Colin Kaepernick found out the hard way last Sunday. Perhaps as an act of defiance or forgetfulness, Kaepernick threw a pair of bright pink Beats around his neck for a postgame interview. The NFL fined him $10,000. (Video via Beats)
Bose and Beats clashed back in July too. 9to5Mac reports, Bose filed a lawsuit against Beats over the noise-canceling technology used in Beats’ headphones.
No one said it would be an easy break up.
This story includes images from Getty Images, Bose and Apple.