Apple’s recent acquisition of Beats has gotten many people wondering if the brand is as strong as it once was. Some see the surprising move as a significant departure from the strategy that has built Apple into the one of the greatest brands of all time and they consider it a proof point of the decline of the Apple brand cachet. On the surface, the development does seem like a radical change. For the first time ever, Apple will operate under another brand name. No other Apple offering carries a name other than Apple and the decision to use of Beats name suggests to some that the company views it as the stronger, or at least, cooler brand name today.
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