Apple-owned audio company Beats has launched the Beats 360, a new flagship over-ear headphone featuring customizable ear and headband cushions. The product launch is supported by a campaign starring model and reality TV personality Kendall Jenner, who appears alongside multiple versions of herself in a promotional video set in a cafe named “Kendalls.”
Customization and Design
The Beats 360 marks the first time the brand has offered interchangeable ear and headband cushions, allowing users to change colors and materials. According to a news release, Jenner stated that the ability to switch cushions to match her daily activities fits her lifestyle as someone who is always on the go and switching between so many different looks.
The headphones are available in four core colors: Black, Cloud, Pink, and Sky. To further personalize the device, Beats offers Cushion Kits in six colors: Black, Cloud, Sky, Pink, Navy, and Volt (lime green). Users can choose between two distinct cushion types:
- Performance Knit: A breathable, soft material woven from diamond-knit textile thread using 36 micro-threads for durability and flexibility.
- UltraPlush: Memory foam constructed from eco-friendly engineered leather designed for extended comfort.
Technical Specifications and Features
Designed to meet changing consumer needs, the Beats 360 is intended for both home listening and out-of-home moments
such as gym workouts, according to Beats CMO Chris Thorne. The device offers up to 32 hours of battery life, with a five-minute USB-C charge providing one hour of playback.
A reviewer’s guide identifies three primary listening modes for the headphones:
- Active Noise Cancellation: Provides 1.75 times more total noise cancellation than the Beats Studio Pro.
- Transparency Mode: Allows users to maintain high awareness of their surroundings while listening to audio.
- Adaptive EQ: Adjusts based on the acoustic relationship between the user’s ears and the headphones.
The hardware is compatible with both Android and Apple products. Android users have access to Fast Pair and Audio Switch. Apple users can utilize one-touch pairing, always-on Hey Siri, automatic device switching, Audio Sharing, Find My capabilities, and FaceTime with Spatial Audio, including Personalized Spatial Audio with head tracking.
Pricing and Availability
Orders for the Beats 360 opened on Sept. 22, with a retail price of $349.99 in the U.S. The headphones are available through the Apple website, Apple Stores, the Apple mobile app, the Beats website, Amazon, and other retailers including Best Buy.
Cushion Kits, which include both headband and earcup cushions, are priced at a standard rate of $49.99. However, through Oct. 31, these kits are available for a special introductory price of $9.99 via the Apple website, Apple Stores, and the Apple mobile app.
Marketing Strategy and Global Push
Before the official announcement, Beats utilized organic media seeding to demonstrate the athletic durability of the product. This included Spanish soccer star Lamine Yamal, who wore the headphones at training camp in May for the World Cup, as well as usage by tennis star Aryna Sabalenka and LeBron James.
Beats plans to roll out additional content before the holiday season as part of an international expansion. This push will feature various talent, including Yamal, while Nana Ouyang—described by Thorne as a musician, artist, and fashion leader—will serve as the face of the product and campaign in China.