Beats unveiled its new Powerbeats Match earbuds on Tuesday, the newest addition to the Powerbeats household. Apple invited Macworld to check out the product, and in the course of the occasion, we additionally had the possibility to talk with Oliver Schusser, the VP of Apple Music and Beats.
A mainstay in Apple’s music division for greater than twenty years, Schusser has labored within the movie and music trade for years. Previous to Apple, he labored for Common and BMG, in addition to VP of Napster and Vodaphone. In 2004, Schusser joined Apple to work on iTunes. He participated within the creation of Apple Music and, in 2018, was promoted to VP of Apple Music. Two years later, in 2020, the manager additionally took over management of Beats.
Schusser shared particulars about how the Apple and Beats groups work collectively whereas Beats has maintained its personal id. He additionally mentioned some plans for the corporate’s future and the technique behind Apple Music over the previous 10 years.
‘Beats is Apple’
From the beginning, Schusser made it clear that “Beats is Apple,” regardless that every firm has its personal traits. Since Beats was acquired in 2014, the corporate has all the time had the autonomy to develop its merchandise.
This week’s occasion was all about Beats, and it’s not onerous to see how totally different the brand new Powerbears Match earbuds are from any AirPods mannequin. I requested Schusser how Beats balances its personal fashion with Apple’s distinct design language and he advised me that the 2 groups work collectively in some ways. For instance, Schusser advised me that the center charge sensor within the Powerbeats Professional 2 was developed in collaboration with Apple engineers. The know-how was later added to the not too long ago launched AirPods Professional 3.
Apple Music/Beats VP Oliver Schusser
Foundry
Nonetheless, Beats has saved its personal sound engineers and designers, so it by no means loses the corporate’s distinctive signature. He talked about how some customers want the deeper sound profile and bolder design of Beats headphones and earbuds, and the way they try to protect that very same profile throughout totally different merchandise.
For Schusser, Beats has robust attraction within the health and music segments, and likewise connects properly with youthful shoppers. In his phrases, Beats is a “cultural model.” Additionally they need to be sure that everybody can expertise Beats, not simply Apple customers, which is why Beats merchandise work seamlessly with each iOS and Android.
The cable connection
Though Beats is thought for being an organization that makes headphones and audio system, they’ve been releasing varied equipment not too long ago. Final yr, the corporate launched iPhone instances for the primary time. A number of months in the past, Beats additionally launched its personal lineup of USB cables. Now the corporate is again with new instances for the iPhone 17.
I requested Schusser what led Beats to create equipment reminiscent of instances and cables, and his reply was a shock to me. Primarily, the thought of constructing equipment was spurred by Beats’ unique cables for merchandise designed in collaboration with artists, such because the Beats Studio Professional with colours chosen by Kim Kardashian, which include color-matched instances and cables. “We realized we had been actually good at making cables,” he stated.
Beats’ USB-C cables are cheaper and extra colourful than Apple’s personal cables.
Foundry
Simply as Beats tries to make its headphones extra enjoyable to make use of, the design crew needed to carry the identical strategy to different varieties of equipment, reminiscent of USB cables. Schusser says they’re making “premium and high-quality” equipment with a contact of Beats. We are able to see this within the new Beats instances for the iPhone 17 fashions and the Beats cable, which can be found in purple, navy blue, and beige, a stark distinction from Apple’s all-white choices.
He additionally highlighted how Beats’ extra humorous campaigns, reminiscent of these that includes the Beats Tablet Individuals, assist the corporate attain a broader viewers. The response has been extraordinarily constructive. “Our prospects are loving it,” the manager stated.
Relating to the long run, Schusser says we are able to anticipate extra equipment from Beats. I’d personally like to see Beats-branded Apple Watch bands, so right here’s hoping Schusser takes word of my suggestion.
Consistency issues
Schusser additionally spoke briefly about his work at Apple Music. When requested about Apple Music having fewer social options than opponents reminiscent of Spotify, he argued that this isn’t precisely the case.
He asserted that “different corporations discuss extra about social options,” and emphasised that Apple Music lets customers share songs, playlists, and see what their associates are listening to. Nonetheless, he says the corporate is all the time open to suggestions and needs to make the platform extra satisfying for everybody.
Beats’ headphones and equipment are made by Apple however have their very own id.
Foundry
He was additionally requested concerning the variations between Apple Music on iOS and macOS, as there are some options that aren’t out there on each platforms.
Schusser famous that Apple has been working to make the Apple Music expertise “extra constant” throughout every platform. For instance, iOS 26 lastly lets customers create folders in Apple Music, a characteristic that was beforehand unique to the Mac model of Apple Music. He additionally famous that with iOS 26 and macOS 26, each platforms are getting the identical new options, reminiscent of AutoMix.
Lastly, Schusser talked concerning the significance of the brand new Apple Music Studio constructing in Los Angeles that opened earlier this yr, and we had been capable of take a tour of it. Keep tuned to Macworld for a sneak peek on the beautiful area.
