Beats unveiled the new earphones that are suitable for Powerbeats on Tuesday, the latest addition to the Powerbeats family. Apple Macworld called for the product experience, and during the event, we also had the opportunity to chat with Oliver Schoser, Vice President of Apple Music and Beats.
Basic work in the Apple Music Department for more than two decades, Schuser has been working in filmmaking and music for years. Before Apple, worked at Universal and BMG, as well as Vice President from NAPSter and Vodaphone. In 2004, Schusser joined Apple to work on iTunes. Participated in the creation of Apple Music, and in 2018, it was promoted to VP of Apple Music. Two years later, in 2020, the executive authority also took the leadership of Beats.
Shausser Share details about how Apple and Beats teams work together while Beats maintained their own identity. He also discussed some plans for the company’s future and the strategy behind Apple Music over the past ten years.
‘Beats is Apple’
From the beginning, Schusser explained that “Beats Is Apple”, although each company has its own characteristics. Since Beats were obtained in 2014, the company has always had the autonomy to develop its products.
This week was about rhythms, and it is not difficult to know how different the new earphones that fit Powerbears from any AirPods. Shoser asked how to outperform the balance of his own style with the distinctive design language of Apple and told me that the two teams work together in many ways. For example, Schoser told me that the Powerbeats Pro 2 heart rate was developed in cooperation with Apple engineers. The technology was later added to the recently launched AirPods Pro 3.
Apple Music/Beats VP OLIVER Schusser
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However, Beats kept her engineer and sound designers, so don’t lose the unique signature of the company. He mentioned how some users prefer the deeper sound profile and the most daring design of headphones and ear headphones, and how they seek to keep the same profile through different products.
For Schusser, Beats have a strong attractiveness in the fitness and music sectors, as well as well -related to younger consumers. With his words, he knocks on the “Cultural brand”. They also want to make sure that everyone can try rhythms, not just Apple users, and for this reason Beats products smoothly work with both iOS and Android.
Cable connection
Although Beats are known to be a company that makes headphones and loudspeakers, it was launching many accessories recently. Last year, the company provided iPhone for the first time. A few months ago, Beats also launched its USB cable collection. Now the company has returned with new cases of iPhone 17.
Schoser asked about what led to the creation of accessories such as cases and cables, and his answer was surprising to me. Basically, the idea of making accessories was moved through the exclusive cables of Beats for products designed in cooperation with artists, such as Beats Studio Pro with the colors chosen by Kim Kardashian, which come with cases and cables that match colors. “We realized that we were good in making cables,” he said.
Beats’ USB-C is cheaper and more colored than the Apple Cables.
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Just as Beats try to make headphones more enjoyable, the design team wanted to provide the same approach to other types of accessories, such as USB cables. Schoser says they are making “distinctive and high -quality” accessories with a touch of rhythms. We can see this in new Beats for iPhone 17 models and Beats cable, available in red, blue and beige, which is a blatant contrast of white Apple options.
It also highlighted how Beats campaigns are the most humor, such as those that are presented on Pills Pill People, to reach a broader audience. The response was very positive. “Our customers love it,” said CEO.
When it comes to the future, Schusser says we can expect more accessories from Beats. Personally, I would like to see the brand Apple Watch teams, so in the hope that Schuser will notice my suggestion.
Consistency issues
Schoser also briefly talked about his work in Apple Music. When asked about Apple Music that contains less social features than Spotify, he argued that this is not exactly the case.
He stressed that “other companies talk more about social features,” and stressed that Apple Music allows users to share songs and operating lists and know what their friends listen to. However, he says the company is always open to comments and wants to make the platform more fun for everyone.
Beats’ and their accessories are made by Apple but have their own identity.
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He was also asked about the differences between Apple Music on iOS and MacOS, where there are some features that are not available on both platforms.
Schoser noted that Apple is making the Apple Music experience “more consistent” across each platform. For example, iOS 26 finally allows users to create folders in Apple Music, a feature that was previously exclusive to the Mac version of Apple Music. He also indicated that with iOS 26 and MacOS 26, both platforms get the same new features, as Automix.
Finally, Schoser talked about the importance of the new Apple Music Studio building in Los Angeles, which was opened earlier this year, and we managed to tour it. Stay tuned for MacWorld for a peek on the wonderful space.