When I initially heard about the Beats purchase and watched the condemned video, I was outraged that co-owner of the company allowed a video to be created and uploaded announcing the purchase. I was equally outraged over being in a drunken stupor off of Heineken!!!!!!!
When a Pennsylvania state agency considered purchasing 350 copies of my iPhone app, I got drunk celebrating just from the consideration. No, I did not create and upload a drunken video, but I did get drunk. There is no way to compare a few thousand to a few billion, but the pure fact of being considered pushed me up so high I had to later reconsider my thoughts about the drunken video. When a friend mentioned he had never seen me so drunk, I had to explain again what had been going on.
Now I see that the video was pure euphoria. Becoming or getting close to becoming a billionaire is a heady experience. Possibly selling more software in ONE shot than ever being sold by me on the App Store is a heady experience. I found I had to forgive myself for being so outraged by the reasoning behind the video. Judge not and be not judged.
And, after seeing Dr. Dre at WWDC and after seeing the Beats World Cup video, I had to realize stuff happens that do not truly reflect who people are immediately after something outrageously good happens in their lives. I am not talking about hurting people, I am talking about celebrating in a safe environment before, during and after the celebrations.
I never considered Beats before the Apple purchase. I have not bought headphones nor have I listened to Beats' streaming service, but the 5-minute plus World Cup video has me thinking Apple is most definitely has seen something I had and have not seen. I did buy the "Jungle" song by the X Ambassadors after watching the World Cup video. Amazingly, I had already downloaded the song for free from Apple and had never listened to it!!!!!!! Go figure.
I ask everyone being snarky or plain negative to step back for a moment and attempt to put themselves in the shoes of any company that Apple has purchased and attempt to see how they might respond. No, Twitter might not be the way, but I am certain there will be something done that you later think was not the smartest thing you could have done.