Business

Apple reportedly ‘freaked out’ about the drunken Dr. Dre video

Above: A still of Dr. Dre (left) and Tyrese Gibson from the infamous video.

Image Credit: YouTube

When Dr. Dre drunkenly proclaimed himself the first billionaire in hip-hop, tacitly confirming Apple’s $3.2 billion Beats acquisition, we didn’t expect the folks at Camp Apple to be thrilled.

But, apparently, they seriously freaked out when they saw that video.

Dre’s boast is one of the reasons Apple has yet to officially confirm its Beat acquisition, reports Billboard. Citing anonymous sources close to the situation, Billboard said “the Apple family near imploded with outrage” after actor Tyrese Gibson posted the explicit video of Dre to Facebook earlier this month.

Drunk on Heineken, Dre and his buddies used some seriously explicit language in the 84-second clip, in which Dre implied the deal was a sure thing when many of the terms remained ambiguous.

Family-friendly Apple surely didn’t approve of the many expletives, but it was likely even more upset about the other content. As a company, Apple thrives on secrecy and careful execution. That brash, messy video sits in stark contrast to how Apple does business — and probably prompted Apple executives to reconsider where Dre will fit inside the company.

That doesn’t mean the deal is off, however: There are a lot of reasons the Beats acquisition makes sense for Apple.

Gibson quickly pulled the video from his Facebook page, but someone uploaded a ripped version to YouTube. We’ve embedded that below. (For those with delicate sensibilities: It contains bad language. Consider yourselves warned.)

More information:

Apple designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes t... read more »

Beats Music is a music streaming service spun out of Beats Electronics and into its own company in early 2013. The core experience will be centered around curated playlists created by musicians and music writers. It is currently in pri... read more »

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146 comments
Jim Wolfson
Jim Wolfson

Get-o trash.  But if it's in white plastic, the iCult will spend all their money on this junk.

fname lname
fname lname

Apple is desperate and running out of ideas.  This is what you resort to when you cant find someone to fill Steve Jobs shoes.

Joann B
Joann B

Apple should have higher standards. This makes me sick. I thought Apple was classier.

Jeff Perkowitz
Jeff Perkowitz

This acquisition totally baffles me.  Beats headphones are terrible.  Apple could easily create something comparable or better.  Just weird all around.

Will Waller
Will Waller

Makes no sense considering the content of Dre's music. Apple wasn't going into business with one of the Osmonds. I'm quite sure they did thier due diligence and knew what his career body of work contained. I mean he did produce the "Chronic" album after all.

Ini Ekpenyong
Ini Ekpenyong

Maybe a little better PR for the sake of families and children but I didn't think they were going to celebrate with tea and crumpets.

tony rome
tony rome

what dre can't talk his shit now that he is officially top paid dog of hip hop. what tyrese can't crip walk in celebration. shit i guess they should be clinking wine glasses of bubbly in stuffy smoking jackets while passing grey poupon with chamber music playing in the background for it to be an acceptable way of celebrating.

JD Sanders
JD Sanders

Who? What? There'll always be those who hate and envy, and those who're unable to handle acquisition with grace and class.

Aleshia McGruder
Aleshia McGruder

I don't fault them for celebrating but this goes to show you how technology can be both a blessing and a curse. Why does everything need to be recorded and posted on social media? It would be ok if the whole world didn't know they got drunk off their a**es and talk ish all night after they got the Apple deal.

Michael Omojola
Michael Omojola

Just like press on Black athletes, Thugs, monsters, aggressive and White players like Manning will be Cerebro, calculated, analytical. The Apple/Beats press will help Dre for years without the acquisition anyway.

João Gonçalves
João Gonçalves

In the moment this video was released I actually thought: "boy, it's nice to give billions to someone who's drunk, bragging about them to the world". I'd be really pissed, but not freaked out.

Ryan Jackson
Ryan Jackson

Please, hes not gonna lose this deal ova that video, the people at apple want in on the headphone market which Beats by Dre DOMINATES. They cant over take him, so they bought him out. So when the white people stop hating from a distance and apple gets ova this fake ass outrage, please dont forget to cut my brotha Andre (Dr. Dre) Youngs damn CHECK...... Break Bread Please!

ZenNubianMama
ZenNubianMama

I love Dre, but there needs to be accountability for our newly Capitalistic Black males. Perhaps misogynist @Pharrell is a better example.

Richard Johnson
Richard Johnson

2 billion for beats? Isn't it a little late for that? Beats has been out for years and I would assume a little less popular. Y kick that much $$?

Rob Docherty
Rob Docherty

Dre, congratulations on your success. Sadly, I'll never get the chance for my Sweets by Ray to work

Efrain Rojas
Efrain Rojas

If this whole thing turns out to be a massive hoax, I'm gonna laugh and laugh and laugh until I am thoroughly exhausted. How can overpriced junk headphone with no proprietary technology be worth a ludicrous sum?

Justin Gilman
Justin Gilman

BREAKING NEWS: Apple gives Dre an Airbook, VW and a PBR as a sign of good faith.

Zach Simon-Alexander
Zach Simon-Alexander

If they so much as cough toward the deal because of an entertainer making an entertaining video... Dre's gonna get his $ via lawsuit, the good old fashioned Apple way to make a buck. Sent from my iPhone :/

ianb
ianb

@mtippett My guess is it'll come out that this was a blocking play preventing MSFT or other competitor from buying Beats.

derloos
derloos

@c_nel журналисты нажрались и написали хуйню, а теперь ищут, как бы отмыться :-)

brycepugh
brycepugh

@DennisPang the most embarrassing part of that story is that they were, "Drunk on Heineken."

Bill Salisbury
Bill Salisbury

Not understanding any of it. Had Beats Audio years ago, thought it sucked then and still does...u b well Apple billionaire boys club, drink more and pot 4 everyone, quite the roll models 4 what used to b a great nation, keep it up.

tony rome
tony rome

when your always on top, its probably easy to look at winning as just another average day. when you come from the bottom and win its a different feeling, its like seeing the sunshine after 40 continues days of rain, you want to celebrate and call someone and let them know your on team charlie sheen in other words your finally "winning"!!!

tony rome
tony rome

people have always posted their victories, from the "my kid can beat up your honor student" bumper stickers to the new way of bragging by using social media. 

Abhi Singh
Abhi Singh

You're clearly missing the point.  Apple is less concerned with the nature of his outburst, and more with giving away the deal...I'm sure they would want to release the information at their discretion to drive the share price up....essentially, the timing could mean a difference of several billions for the Apple share price.  Plus, Apple wants the Beats Music streaming service....don't get me wrong, Beats headphones are a phenomenal business, but the streaming is where Apple will likely position Beats.

ZenNubianMama
ZenNubianMama

Baby Boys need 'control' & some accountability.

Abhi Singh
Abhi Singh

Apple wants the Beats Music streaming service....don't get me wrong, Beats headphones are a phenomenal business and growth example, but the streaming is where Apple will likely position Beats.

tony rome
tony rome

@brycepugh @DennisPang its possible that they had been drinking but were not drunk. they could have just started drinking or they could have worked up to a buzz. i didn't hear any slurred speech, did you?

Will Waller
Will Waller

Oh, you must mean unlike the exemplary "role models" over at Apple. The ones who were found to have committed legal and ethical breaches, including poor conditions, withheld pay, forced illegal overtime and safety and environmental abuses in those factories in China that employ underage workers to make your iPhone, those role models?


As for the "used to b a great nation", a quick look into the un-whitewashed history of this country would refute your claim on countless levels. 

Abhi Singh
Abhi Singh

You've completely missed the point...it's not about role models, audio precision, or nations...it's about money.  Apple wants the Beats Music streaming service....don't get me wrong, Beats headphones are a phenomenal business and growth example, but the streaming is where Apple will likely position Beats.


Way to make this about the "nation"....

tony rome
tony rome

what decade or century was this a great nation. was this before the indians got pushed off their lands or sometime after that. I'm confused.

Abhi Singh
Abhi Singh

@tony rome You're clearly missing the point.  Apple is less concerned with the nature of his outburst, and more with giving away the deal...I'm sure they would want to release the information at their discretion to drive the share price up....essentially, the timing could mean a difference of several billions for the Apple share price.