Apple is reportedly planning to merge the Beats Music subscription with its iTunes service, in an effort to consolidate the company’s music efforts.

Apple has been floundering for some time now on what the company wants to do with its somewhat recently acquired music company Beats by Dr. Dre. It was an acquisition that cost the company $3 billion, and many speculated at the time that it would finally be Apple’s opportunity to set themselves really apart in the music space.

However, the way Apple is planning to use Beats within their service, according to reports, is what’s so confusing to many people. It’s being reported that the company will merge the approximately 250,000 subscribers who are currently subscribed to Beats streaming music service to iTunes digital music subscriptions. That means the two services would essentially be integrated, and for Beats users, that would be a major benefit.

The question though surrounds the reasoning behind it, since the company will likely wipe out any branding associated with Beats, on this particular front. No, users will not see the Apple logo on the side of the Beats headphones, but the subscription service will essentially cease to exist in its current format. According to the reports, Apple will transfer all Beats Music subscribers to the iTunes digital music subscription service, and leave Beats to fade away.

However, the question many are asking is “Why has it taken this long to get here?” In other words, if Apple has had no plans of disrupting the hardware business, in terms of headphones, and speaker hardware, what was the point of waiting this long to do just this? Many had expected that the company would, at some point, merge the subscription services, or at least take advantage of the service since Google Music, Spotify, Pandora, and even Deezer are leading in the streaming music space.

If this were the goal all along, why didn’t Apple just execute this move to begin with? That is ultimately the best question, and the question that so many have been asking since the somewhat confusing acquisition in the first place. Apple didn’t ever really have a horse in this race, but it was a race that was not hampering their bottom line with downloading music – at least not substantially. And while it would look like a great idea on paper, to offer a streaming service, like Spotify, which is very popular – it isn’t the simplest idea given the bigger players, like Google and Spotify, have such a dominant place in the music streaming service space in the first place.

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