Matthew Costello, Apple's vice president of hardware engineering, told TechRadar that Beats was developed to complement AirPods rather than duplicate them. The company sells colorful headphones, fitness-focused earbuds and lower-cost products with support for both Apple and Google platforms. The approach expanded Beats' potential customer base and gives Apple access to buyers who might never consider AirPods. Beats Studio Buds and other products support native features on Android, while AirPods remain designed primarily around Apple devices and services. Beats can go where the Apple brand cannotBeats' value to Apple extends beyond headphones.