Apple-Beats Deal Epitomizes the Preeminence of Design Over Technology

By | June 2, 2014

Commodification means we’re leaving the era of technology and entering the era of design and style

Apple’s $3 billion acquisition of Beats is an event that highlights technology’s march through consumer products, creative content and now, fashionable style. More importantly, the deal demonstrates the ascendance of design over technology, form over function, style over features.

In the era of semiconductor foundries, mega contract manufacturers, cloud software and a global logistics ecosystem, technology is seldom a product differentiator. In this column, I explain how Apple and Beats illustrates the growing importance of design (both hardware and software), usability and hipness in technology products. As with nearly everything Apple does, expect to see other emulate the strategy.