Xa iApple yathenga iBeats Electronics kunye neBeats Music ngo-2014 (ukumilisela inkonzo yokusasaza umculo emva konyaka), uLuka Wood wajoyina inkampani kaTim Cook ukuba izenze Intloko yeeBeats ezintsha ngaphakathi kweApple, Beats entsha ethi, ukusukela kumhla wokuthengwa kwayo, khange ivelise naziphi na iimveliso ezintsha kwintengiso.
UJon Prosser, u-YouTuber wejelo elingaphambili leTekhnoloji, uxele iiveki ezimbalwa ezidlulileyo ukuba UApple akabonanga kwikamva lophawu lweBeats, kuba babesakha uluhlu olutsha lweemveliso zesandi ngaphandle kokubala ii-Beats nangaliphi na ixesha, iingxelo ezazingasekelwanga kubungqina okanye amarhe okuyixhasa.
Nangona kunjalo, kubonakala ngathi uphawu lweBeats lusenekamva ngaphakathi kwe-Apple, ubuncinci ngokwe-Eddy Cue. UCue, usekela-mongameli omkhulu ka-Apple wesoftware ye-intanethi kunye neenkonzo, uthumele i-imeyile kubasebenzi be-Apple, kwaye ufikeleleke ngeCnet, apho ibhengeza ukumka kukaLuke Wood, umngceko oza kubakho ngokusesikweni nge-30 ka-Epreli.
Indawo yakhe izakuthathwa nguOliver Schusser, owaba ngu Intloko yeApple Music kwi2018. Enkosi kuOliver, iApple Music ibone ukukhula okukhulu kunyaka ophelileyo, ngokukaCue kule imeyile inye. Amanani abhalisileyo ngokusemthethweni eApple Music asusela ngoJuni wonyaka ophelileyo, ngelo xesha iApple Music yayinababhalisi abazizigidi ezingama-60.
UApple wazise iiPowerbeats 4 ezintsha phakathi ku-Matshi kwaye kule veki, iFCC ivuza ezinye iPowerbeats Pro entshaIi-headphone ezingenazingcingo okwangoku esingazi ukuba zingakubona nini ukukhanya, kodwa ukuba zidlulile emzimbeni olawulayo waseMelika, kunokwenzeka ukuba bazakwenza njalo kwiinyanga ezizayo.