**During Apple's acquisition of beats, a video of "Celebrating becoming the first billionaire rapper" cost Dr. dre $200 million and almost terminated the deal** Tripp mickle's new book discusses Apple's $3 billion acquisition in 2014 precisely because this untimely celebration video reduced the compensation for Dr. DRE and his beats employees.
In Chapter 10 of the new book after Steve: how Apple became a trillion dollar company and lost its soul, it describes Apple's entry into music streaming media in the early 210s.
After some hard persuasion work, beats executives, artists and entrepreneurs, Dr. dre's long-term friend Jimmy Iovine managed to get Apple CEO Tim Cook to agree to buy beats music and beats electronics.
Despite the resistance of Apple's internal employees, the company agreed to an initial price much higher than $3 billion.
Iovine told his team at beats to remain absolutely silent on the deal to avoid the possibility of Apple's exit.
The next day, Iovine received a call from puff daddy, a fellow artist, reminding him of a video posted on Facebook by tyreese Gibson, a fellow musician. The video shows Dr. Drey prematurely celebrating the deal, calling himself "the first billionaire in hip hop".
When the news of the video reached cook, Elvin and Dr. Drey were summoned to Apple headquarters. According to reports, cook was disappointed, but remained calm and assured the two that Apple's determination to acquire beats had not changed.
Mickle pointed out that if Steve Jobs was at the helm, he was unlikely to handle the situation like this. However, cook used the leak as a chip to cut $200 million from the purchase price. This resulted in Dr. dre's net assets of less than $1 billion after the completion of the transaction.
Apple acquired beats music and beats electronics in 2014, became Apple Music, beats 1 radio station, and various beats products supporting airplay, and used lightning connector to charge under the banner of Cupertino technology.