Beats cofounder takes on Apple with futuristic new headphones


Apple’s recent $3 billion acquisition of Beats shocked the tech world for a number of reasons. For one, it marks the first time Apple will take on and manage a non-Apple brand. For another, Beats’ core strategy — sell mid-quality, high-cost headphones by marketing them to young consumers as “cool” — doesn’t seem to align with Apple’s product strategies. But the deal is done, and now we sit back and wait to see what new products Beats comes up with under Apple’s wing.

One man isn’t content to sit around and wait, however. Beats cofounder Steven Lamar has broken away from his former company and on Thursday, he announced innovative new headphones called Ropes that aim to rocket wearable audio accessories into the future.

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