Exclusive: 'We...ask the impossible of these guys, and they figure it out': I saw inside Beats' labs to see how 12 years with Apple changed the company — and why 'the testing, the tuning, the science behind the fit and the sound' is the hidden secret

Touring its labs and speaking with the executives behind Apple's most distinctive audio brand

Features By Jacob Krol Published 31 July 2026

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Hard to believe, but Beats by Dr. Dre has officially been part of Apple for 12 years now — and the brand itself turns 20 this year. Suffice it to say, it's a brand that has continued to evolve and drastically improve its quality over the years, all while maintaining its cultural relevance.

That second part is the surprising one. When Apple bought Beats in 2014 for around $3 billion, the conventional wisdom was that it had paid a lot of money for a cultural brand, and that the hardware would eventually be folded into Cupertino and quietly retired. Beats Music did get absorbed, becoming Apple Music. Most people assumed the headphones would follow.

Instead, the opposite happened.

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We've all been out and about and spotted the iconic "b" logo on headphones and earbuds, but we've also seen it on athletes, musicians and celebrities alike — and never more so than this summer. An unannounced pair of Beats over-ear headphones has quietly spent months appearing on some of the world's most photographed athletes, first on Lamine Yamal, then across the FIFA Club World Cup on Antonee Robinson, Lee Kang-in, Jamal Musiala, Ritsu Doan, Kobbie Mainoo, Antoine Semenyo, and Nico Paz, before surfacing at Wimbledon on Aryna Sabalenka and, most recently, on LeBron James.

By the time Sabalenka stepped onto the grounds at Wimbledon wearing a pair, an FCC filing had already confirmed the existence of a real product with a real model number. What it didn't confirm was anything else — no name, no price, no release date. Months of conversation, generated by a company that, as of this publishing, still hasn't announced the headphones at all.

So with Beats turning 20 and 12 years inside Apple, I spent two days inside the brand's Culver City campus — the first and only journalist granted access to the offices and the engineering labs — to understand how it keeps creating these moments.

I expected to see more of the surface of Beats: the campaigns, the partnerships, the customs. I found something considerably deeper. Beats has quietly become a brand that kept its cultural identity while evolving into one of Apple's most sophisticated hardware organizations.

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