Apple recently purchased Beats Audio an Beats Music in a deal which was worth $3 billion, as part of the deal, Beats owners Dre Dre and Jimmy Iovine have joined Apple.
Now in a recent interview with GQ, Jimmy Iovine have provided more information about the deal, and it appears that he had talked to Apple about buying beats for a couple of years before the deal went through.
I convinced them that they had to buy this company. I said, “I don’t want to work for anybody else. I want to do this at Apple. I know I can achieve this at Apple. I don’t want to shop it. I wanna come here, to Steve’s company. I know you guys; I know what you’re capable of; I know you get popular culture. I know you have a hole in music right now; let me plug it.” I think it was two years before they said yeah.
One of the main reasons that Apple purchased Beats was for their Beats Music streaming platform which is expected to be integrated into iTunes next year.
Source GQ