Bose is popular for its product line of automotive sound systems, noise-cancelling headsets and loudspeakers. Apple Inc. (NASDAQ:AAPL) used to sell Bose products on its online and retail stores; however, earlier this year Bose filed a lawsuit against Beats over noise-cancelling headphones. Bose alleged that Beats Studio and Studio Wireless Head-phones featuring adaptive noise cancellation were infringed products. Beats is another company that manufactures audio products and Apple had acquired the company for $3 billion earlier this year and Bose’s actions obviously effected Apple.
However the two companies settled the matter outside of courts and Bose took back its allegation of infringement products. Bose also tried to expand its line of Headphones by signing a deal with National Football League – NFL, cutting off Beats in the process. Being the official audio partner of NFL, the players were not allowed to promote the unsponsored products while conducting interviews and for 90 minutes after ending a game. However, that did not really affect Beats and many sports stars continued to use its products. However, Bose’s aggressive tactics might have annoyed Apple and could have given Apple a reason to reconsider selling Bose products on its online and retail stores.
While the exact reason is not revealed but one can assume that the above mentioned reasons are what lead Apple into taking Bose off from its retail shops in mid October. A week after the two companies settled the lawsuit outside the court; Bose products disappeared from Apple’s online as well as retail stores.
Now after about two months of pulling out Bose products from its online and retails stores, Apple Inc. (NASDAQ:AAPL) is once again selling them. Bose products are once again back on American and Canadian Apple stores which suggests that the two companies have finally sorted out their differences and have settled their respective issues with one another. Just like the reason of the two companies rivalry was not declared, the reason for the two companies coming back together is not known either. However, the settling of issues would prove fruitful for both Apple as well as Bose.
While Beats and Bose are still rivals, the two companies will now be having a healthy competition with one another. Chances are that Apple will try to push Beats products more because of its personal interest but selling of Bose products will also be beneficial for Apple. It was a smart decision by Apple to start selling Bose products again because there was no point in missing out on customers who are more interested in Bose.
With Christmas right around the corner the timing for this regrouping couldn’t have been better. People buy gifts during the holiday season and the boost in sales during this time is higher than any other time of the year. So if you know of someone who is interested in Headphones or audio system then all you have to do is to go to an Apple store and you will be able to shop for both Beats as well as Bose. The competition has become stiff for both the companies, but the major beneficiary will be the buyers who will have wider options to choose from.