The recent return of the iconic Beats Pill portable Bluetooth speaker wasn’t just a typical product update, but a complete overhaul to help cement Beats’ identity as a premium-products subsidiary of the iPhone giant, according to a new interview with Apple executives.
“We wanted to do something special with the Pill and completely re-architect and reimagine it,” said Oliver Schusser, Apple VP of Apple Music, Apple TV+, Sports and Beats. “It wasn’t a case [of] let’s swap out one or two things. We really wanted a complete refresh. This is a completely new product inside, and outside as well.”