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Apple's $3 billion Beats purchase: What they're saying

Industry pundits weigh in. FORTUNE -- We heard the rumors three weeks ago, but now it's official: Apple is buying music headphone maker Beats for $3 billion. "I've always known in my heart that Beats belonged with Apple," Beats co-founder Jimmy Iovine said in a statement on Wednesday. "To a certain extent they're buying some brand equity, some MORE. Read More...

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