00:00Hi there, I am Jacob Kroll with TechRadar and I am here in Culver City where Beats is globally
00:04headquartered for an exclusive tour at the behind-the-scenes operation to see what makes
00:09this audio giant work every day. Let's dive in. When Apple acquired Beats 12 years ago,
00:15a lot of people assumed the brand would eventually disappear into Apple. But after spending two days
00:20inside Beats headquarters, I found the opposite. What surprised me most wasn't just the custom
00:24headphones made for athletes, musicians, and celebrities. It was learning that many of the
00:28colors, finishes, and materials first explored there eventually influenced products anyone
00:32can buy. Then I stepped inside the engineering building where Beats is testing, tuning, and
00:36refining every product, from dedicated listening rooms to anechoic chambers so quiet you can hear
00:41your own heartbeat. It's a reminder that there's a serious hardware story behind one of the world's
00:45most recognizable audio brands. The biggest takeaway? Apple didn't replace Beats, it invested
00:50in it. The culture, the partnerships, and the identity are still unmistakably Beats, but now
00:58years after Beats was founded, the brand feels less like a legacy audio company and more like
01:02one that's still evolving.
