We heard the rumors three weeks ago, but now its official: Apple is buying music headphone maker Beats for $3 billion.三周前就有传言，现在再一获得了官方证实：苹果公司（Apple）以30亿美元并购音乐耳机制造商Beats。Ive always known in my heart that Beats belonged with Apple, Beats co-founder Jimmy Iovinesaid in a statement on Wednesday.Beats牵头创始人吉米o艾欧文在周三公开发表的一份声明中回应：“我内心仍然都指出，Beats应当归属于苹果。”Industry insiders seemed to agree that while Apple (AAPL) may have overpaid for Beats, buying the company was a savvy decision.业内人士或许也表示同意这种观点，尽管苹果对Beats的开价有可能过低，但并购这家公司是一个聪慧的要求。

To a certain extent theyre buying some brand equity, some positioning in the market with the younger generation, with the hip-hop generation, said Van Baker, a Gartner research analyst. Its a demographic that has proven to be a tougher sell for Apple than middle-aged customers.低德纳（Gartner）分析师范o贝克称之为：“在或许上，他们出售的是品牌价值，是在年长嘻哈一代中的市场地位。”事实证明，比起中年消费者，苹果产品更加无以感动嘻哈一代。Dean Crutchfield, a branding specialist and founder of marketing firm DCA Growth Advisors, lauded Apples acquisition simply because it was a bold move. After three years on the job, Tim Cook, Apples CEO, has finally set himself apart from his from his predecessor, Steve Jobs. Cook, an understated business-type, had overseen Apple through a few upgrades to its iPhone, iPad and Mac computers. But he hadnt really left much of an imprint on the company aside from relatively minor tweaks.市场营销公司DCA Growth Advisors创始人、品牌专家迪恩o克拉奇菲尔德赞许苹果公司的这笔并购，因为它是一个大胆的措施。蒂姆o库克兼任苹果CEO三年之后，再一走进了前任史蒂夫o乔布斯的光环。

高调的库克率领苹果公司对iPhone、iPad和Mac电脑展开了多次升级。但除了比较较小的调整之外，他没在苹果公司身上打上过于多属于自己的烙印。

Buying Beats changes that equation. Until now, Apple has never made a multi-billion dollar acquisition. Instead, it has generally bought small companies and absorbed their talent. Jobs would have probably have tried to do the same in the audio and music streaming business, Crutchfield said. Rather than buying Beats, he would have tried to build a rival in-house.并购Beats转变了这种情形。到目前为止，苹果还没展开一笔几十亿美元的并购。

忽略，苹果只是出售了一些小公司，然后吸取他们的人才。克拉奇菲尔德回应，乔布斯有可能曾多次尝试积极开展音频与音乐流媒体业务。

但他的自由选择会是并购Beats，而是在内部为Beats培育一个竞争对手。I think Steve Jobs was Apple-centric, but Cook said instead, Lets buy a brand, Crutchfield said.克拉奇菲尔德说道：“我指出，乔布斯是以苹果为中心；忽略，库克不会说道：‘我们去并购一个品牌吧。’”The Beats acquisition dramatically reshapes the audio and music streaming industry. But executives in the space are trying to cast the new world order in a positive light. Val Konton, CEO of personal audio maker V-Moda, called Apples acquisition a good thing for the headphone market in general. His company has sold over 5 million high-end headphones since 2004, while competing, at least part of that time, with Beats.苹果并购Beats超越了音频与音乐流媒体行业的现有格局。

但业内的高管正在从正面的角度看来新的世界秩序。个人音频设备制造商V-Moda公司的CEO瓦尔o康顿指出，苹果的这笔并购对于整个耳机市场是好事。虽然有一段时间面对Beats的竞争，但他的公司从2004年至今共计售出了多达500万部“高端”耳机。

Beats is big and really has become a ubiquitous brand, and thats helped us to grow, too, Konton explained.康顿说明说道：“Beats是一家大公司，现在早已沦为一个深入人心的品牌，而这一点也有助我们的快速增长。”The challenge for Apple lies in maintaining Beats allure with consumer long after the deal closes, as it is expected to do by the end of the year. Apple may be the worlds second most valuable brand -- recently trumped by Google -- but some traditional Beats customers may not like the idea of the tech giant owning their headphones of choice.苹果公司即将面对的挑战是，在今年年底之前交易完结之后，如何维持Beats对消费者的吸引力。虽然苹果是全球第二大最有价值品牌【它最近被谷歌（Google）打破】，但一些传统的Beats用户有可能并不讨厌自己的耳机被科技巨头划入囊中。

Baker, the analyst, summed it up as a marketing challenge for Apple. Teens and twentysomethings arent necessarily as enthusiastic about Apples products as their parents.分析师贝克将其总结为苹果公司的市场营销挑战。青少年和二十岁左右的年轻人会像他们的父母一样着迷苹果产品。

A young person voiced it perfectly to me when the rumors first surfaced: Who wants to buy a pair of Beats headphones with an Apple logo on it?“最初爆出苹果并购Beats的传闻时，一位年长消费者一语道破天机：‘谁不会卖一副印着苹果商标的Beats耳机啊？。

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