Apple Music VP talks design, features, and teases new Beats accessories

Beats unveiled its new Powerbeats Fit earbuds on Tuesday, the latest addition to the Powerbeats family. Apple invited Macworld to try out the product, and during the event, we also had the chance to chat with Oliver Schusser, the VP of Apple Music and Beats.

A mainstay in Apple’s music division for more than two decades, Schusser has worked in the film and music industry for years. Prior to Apple, he worked for Universal and BMG, as well as VP of Napster and Vodaphone. In 2004, Schusser joined Apple to work on iTunes. He participated in the creation of Apple Music and, in 2018, was promoted to VP of Apple Music. Two years later, in 2020, the executive also took over leadership of Beats.

Schusser shared details about how the Apple and Beats teams work together while Beats has maintained its own identity. He also discussed some plans for the company’s future and the strategy behind Apple Music over the past 10 years.

‘Beats is Apple’

From the start, Schusser made it clear that “Beats is Apple,” even though each company has its own characteristics. Since Beats was acquired in 2014, the company has always had the autonomy to develop its products.

This week’s event was all about Beats, and it’s not hard to see how different the new Powerbears Fit earbuds are from any AirPods model. I asked Schusser how Beats balances its own style with Apple’s distinct design language and he told me that the two teams work together in many ways. For example, Schusser told me that the heart rate sensor in the Powerbeats Pro 2 was developed in collaboration with Apple engineers. The technology was later added to the recently launched AirPods Pro 3.

Still, Beats has kept its own sound engineers and designers, so it never loses the company’s unique signature. He mentioned how some users prefer the deeper sound profile and bolder design of Beats headphones and earbuds, and how they strive to preserve that same profile across different products.

For Schusser, Beats has strong appeal in the fitness and music segments, and also connects well with younger consumers. In his words, Beats is a “cultural brand.” They also want to ensure that everyone can experience Beats, not just Apple users, which is why Beats products work seamlessly with both iOS and Android.

The cable connection

Although Beats is known for being a company that makes headphones and speakers, they’ve been releasing various accessories recently. Last year, the company introduced iPhone cases for the first time. A few months ago, Beats also launched its own lineup of USB cables. Now the company is back with new cases for the iPhone 17.

I asked Schusser what led Beats to create accessories such as cases and cables, and his answer was a surprise to me. Essentially, the idea of making accessories was spurred by Beats’ exclusive cables for products designed in collaboration with artists, such as the Beats Studio Pro with colors chosen by Kim Kardashian, which come with color-matched cases and cables. “We realized we were really good at making cables,” he said.

Just as Beats tries to make its headphones more fun to use, the design team wanted to bring the same approach to other types of accessories, such as USB cables. Schusser says they’re making “premium and high-quality” accessories with a touch of Beats. We can see this in the new Beats cases for the iPhone 17 models and the Beats cable, which are available in red, navy blue, and beige, a stark contrast from Apple’s all-white options.

He also highlighted how Beats’ more humorous campaigns, such as those featuring the Beats Pill People, help the company reach a broader audience. The response has been extremely positive. “Our customers are loving it,” the executive said.

When it comes to the future, Schusser says we can expect more accessories from Beats. I’d personally love to see Beats-branded Apple Watch bands, so here’s hoping Schusser takes note of my suggestion.

Consistency matters

Schusser also spoke briefly about his work at Apple Music. When asked about Apple Music having fewer social features than competitors such as Spotify, he argued that this isn’t exactly the case.

He asserted that “other companies talk more about social features,” and emphasized that Apple Music lets users share songs, playlists, and see what their friends are listening to. Still, he says the company is always open to feedback and wants to make the platform more enjoyable for everyone.

He was also asked about the differences between Apple Music on iOS and macOS, as there are some features that are not available on both platforms.

Schusser noted that Apple has been working to make the Apple Music experience “more consistent” across each platform. For example, iOS 26 finally lets users create folders in Apple Music, a feature that was previously exclusive to the Mac version of Apple Music. He also noted that with iOS 26 and macOS 26, both platforms are getting the same new features, such as AutoMix.

Finally, Schusser talked about the importance of the new Apple Music Studio building in Los Angeles that opened earlier this year, and we were able to take a tour of it. Stay tuned to Macworld for a sneak peek at the gorgeous space.