“What happened there, you have a tech company that’s culturally inept,” said Iovine, speaking about Bose. “There’s no one at the company that said, ‘If you ban [Beats], you’re going to look bad to the young people, and they’re going to look like superheros … you’re going to make [Beats] look like the underdog,” Iovine said. He expressed his appreciation that players considered the Beats headphones more to their taste, and added that the new tendency of players to black out the logo but keep wearing the headphones was not a move prompted by Beats.