The Appeal of Beats Is Not Its Design

The appeal of Beats was not its design, but the fact that it was associated with popular culture. Why would anyone buy a Swiss watch? Really? I mean, you can. Your phone tells you the time perfectly. And you certainly don't need to pay 20,000 euros. So why do we actually get joy looking at this rather antiquated, sort of medieval craftsmanship? We love things. It's a social signal.