Among the dozens of major announcements during yesterday's Apple Worldwide Developer Conference there was not a single mention of its $3 billion purchase of Beats. In fact the word "Beats" was never spoken. The likely reason is that the deal is not officially done and the big synergies that will follow are still on the drawing board. Only a brief phone appearance by Beats co-founder Dr Dre hinted that the two companies had just exchanged $3 billion.
Dre's brief phone exchange was part of a demo for Apple's new desktop calling system. “Hey, Doctor, you’re on speaker phone via my Mac,” Apple VP Craig Federighi said. “We all want to welcome you to Apple... new employee orientation starts at 9; and you don’t want to miss the free t-shirt,”
“I love a big audience,” Dre replied. “I want to thank everyone there for creating such amazing apps.