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# Are Apple And Major Labels Planning A CD-Like ‘Audio Upgrade’ Campaign?
- URL: https://www.hypebot.com/are-apple-and-major-labels-planning-a-cd-like-audio-upgrade-campaign/
- Published: 2014-09-26T11:58:00.000Z
- Updated: 2014-09-26T11:58:00.000Z
- Description: Remember all of the money you spent – and the record labels made – when upgraded your record and tape collection to "superior sounding" CDs? Former label chief and Jimmy. Continue reading [https://www.hypebot.com/hypebot/2014/09/are-apple-and-major-labels-planning-a-cd-like-audio-upgrade-campaign.ht
- Author: Bruce Houghton
- Tags: Uncategorized, Apple, Beats, Iovine, #wp, #wp-post, #Import 2026-01-21 10:38

[![Iovine](http://hypebot.typepad.com/.a/6a00d83451b36c69e201b8d07215a2970c-75wi "Iovine")](http://hypebot.typepad.com/.a/6a00d83451b36c69e201b8d07215a2970c-popup?ref=hypebot.com)

Remember all of the money you spent – and the record labels made – when upgraded your record and tape collection to "superior sounding" CDs? Former label chief and Jimmy Iovine certainly does; and I'm hearing persistent talk that he's close to selling a similar audio upgrade campaign to Tim Cook and his new bosses at Apple.

[![apple itunes](http://hypebot.typepad.com/.a/6a00d83451b36c69e201b8d07215e3970c-250wi "apple itunes")](http://hypebot.typepad.com/.a/6a00d83451b36c69e201b8d07215e3970c-popup?ref=hypebot.com)

Iovine and his Beats colleagues have long been critics of the audio quality delivered by traditional mp3's. They set out to fix it with Beats headphones, earbuds and speakers; but that's just the start. "The thing I am most proud of is that we got a generation of young people to care about sound quality," he told the [WSJ](http://blogs.wsj.com/cio/2014/05/09/beats-co-founder-and-possible-apple-employee-jimmy-iovine-explains-how-he-and-dr-dre-innovate/?ref=hypebot.com). " We believe in the entire sound ecosystem, We are going to find its flaws and fix them."

**But it could be a tough sell.**

Because of the growing popularity of streaming music, we're on an era where fewer and fewer are actually buying music. But if Iovine and Apple can convince even a fraction of music consumers to upgrade to lossless audio – or better yet a new Apple proprietary version of it – it's found money for his old friends back in the record business, as well as his new compadres in Cupertino.