00:00At Apple and Beats, we take both the external form as well as the internals very seriously.
00:04Hello, I am Jacob Kroll with TechRadar and I am standing inside Beats worldwide headquarters
00:08for engineering across the globe. One of the most, I think, unique products that has dropped
00:13from Beats was the Studio Buds with the transparent design. And I imagine because you both oversee
00:19different aspects of the brand, could you talk a little bit about how you kind of maybe came
00:23together to create that product and what kind of levers you had to pull within the company?
00:27Yeah, well, it actually kind of happened by accident. So, you know, what we often do
00:31in our processes as we're developing products from the ground up, we do a transparent so we
00:36can see the inside. So, I mean, you know, both at Apple and Beats, we take both the external,
00:41you know, form as well as the internals very seriously. So we do a transparent and, you know,
00:47we showed it to this guy here and he had some thoughts about it.
00:51The consumer marketing and the product marketing teams, we kind of take it upon ourselves to ask
00:56for the impossible of these guys and they figure it out. And so we saw a transparent model of
01:04Studio Buds Plus that was never made for production or anything, but your teams had made it and we
01:10loved it so much and said, hey, is there any way we could we could have one of these? And
01:14it was a
01:14very last minute crazy ask. But somehow you guys figured it out.
01:20Yeah, I mean, I think the process from there, you know, we we had to dial it in, right? We
01:24had to
01:25make sure everything was in the right place and everything looked like it was supposed to look
01:29to make it production, you know, customer ready. But I think we did it. I think we turned that in
01:35a very, very short period of time. It was really fun.
