Beats co-founder Jimmy Iovine was recently profiled in GQ as one of the publication’s “Men of the Year,” where he provided some additional commentary on Apple’s acquisition of his company. Iovine explains that he approached Apple more than two years ago, telling them that he wanted to work for “Steve’s company” and nobody else, as he believed them to be a company capable of of understanding popular culture.
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.
Iovine describes the “hole” in music as Apple’s need to do something “after Steve died” to respond to the rise in streaming services, and that he felt Beats Music was the right fit for Apple to get into the streaming business. The article also goes on to note that he spends time at Apple headquarters each week working on “this music service we’re doing.”