The Switch

Apple’s reputation can probably rise above the Dr. DrefrayBy By Hayley TsukayamaHayley Tsukayama August 21August 21

Last year, Apple made the largest acquisition in company history when it paid $3 billion for Beats Music andLast year, Apple made the largest acquisition in company history when it paid $3 billion for Beats Music and

Beats Electronics. The deal helped Apple lay the foundation of its Apple Music service and added another wildlyBeats Electronics. The deal helped Apple lay the foundation of its Apple Music service and added another wildly

popular hardware line to its portfolio.popular hardware line to its portfolio.

Many analysts at the time hailed the deal as good way for Apple to up its cool factor, thanks in part to the newMany analysts at the time hailed the deal as good way for Apple to up its cool factor, thanks in part to the new

association with Beats co-founder Dr. Dre. But the glow of that relationship has come with some baggage.association with Beats co-founder Dr. Dre. But the glow of that relationship has come with some baggage.

Apple issued a statement Friday expressing support for Dr. Dre, the rapper and entrepreneur who is now aApple issued a statement Friday expressing support for Dr. Dre, the rapper and entrepreneur who is now a

consultant for the company, in light of several reports that he punched and beat women more than 20 years ago.consultant for the company, in light of several reports that he punched and beat women more than 20 years ago.

Dr. Dre spoke to the Dr. Dre spoke to the New York TimesNew York Times about those accusations Friday and apologized to “the women I’ve hurt.” about those accusations Friday and apologized to “the women I’ve hurt.”

“Twenty-five years ago I was a young man drinking too much and in over my head with no real structure in my“Twenty-five years ago I was a young man drinking too much and in over my head with no real structure in my

life," Dre told the Times. "However, none of this is an excuse for what I did."life," Dre told the Times. "However, none of this is an excuse for what I did."

In a statement that appeared in that article, which also was provided to The Washington Post, Apple didn’t shyIn a statement that appeared in that article, which also was provided to The Washington Post, Apple didn’t shy

away from Dr. Dre’s past. But the firm did say it believes he has changed his ways:away from Dr. Dre’s past. But the firm did say it believes he has changed his ways:

“Dre has apologized for the mistakes he’s made in the past and he’s said that he’s not the same“Dre has apologized for the mistakes he’s made in the past and he’s said that he’s not the same

person that he was 25 years ago. We believe his sincerity and after working with him for a yearperson that he was 25 years ago. We believe his sincerity and after working with him for a year

and a half, we have every reason to believe that he has changed.”and a half, we have every reason to believe that he has changed.”

Dr. Dre co-founded the Beats headphone company in 2006 with music executive Jimmy Iovine — partly inDr. Dre co-founded the Beats headphone company in 2006 with music executive Jimmy Iovine — partly in

reaction to the poor sound quality of Apple’s ear buds. When Apple bought Beats in 2014, Dr. Dre boasted thatreaction to the poor sound quality of Apple’s ear buds. When Apple bought Beats in 2014, Dr. Dre boasted that

the acquisition had made him the “the acquisition had made him the “first billionaire in hip-hopfirst billionaire in hip-hop” — a claim that sounded good but ultimately ” — a claim that sounded good but ultimately turnedturned

out to be untrueout to be untrue — and was welcomed on as a member of the Apple team. — and was welcomed on as a member of the Apple team.

The relationship has grown even more important as Apple makes its foray into the world of music streaming. TheThe relationship has grown even more important as Apple makes its foray into the world of music streaming. The

company has heavily promoted Dr. Dre tie-ins to the N.W.A. biopic “Straight Outta Compton” on its iTunes store,company has heavily promoted Dr. Dre tie-ins to the N.W.A. biopic “Straight Outta Compton” on its iTunes store,

offering special movie-branded headphones and securing the exclusive right to stream the debut of Dr. Dre’s firstoffering special movie-branded headphones and securing the exclusive right to stream the debut of Dr. Dre’s first

album in 16 years. The album was a modest success; according toalbum in 16 years. The album was a modest success; according to the New York Times the New York Times, it scored 25 million, it scored 25 million

streams worldwide in its first week and sold almost 500,000 downloads in the Apple store.streams worldwide in its first week and sold almost 500,000 downloads in the Apple store.

It unlikely that the controversy surrounding Dr. Dre will harm Apple, given the tech giant’s history of getting outIt unlikely that the controversy surrounding Dr. Dre will harm Apple, given the tech giant’s history of getting out

of scrapes, said Peter LaMotte, a senior vice president at strategic communications firm Levick.of scrapes, said Peter LaMotte, a senior vice president at strategic communications firm Levick.

“Apple has had an amazing ability to deflect negative criticism,” LaMotte said. “If we’ve learned anything from“Apple has had an amazing ability to deflect negative criticism,” LaMotte said. “If we’ve learned anything from

the Foxconn child-labor scandal, people care more about getting their new iPhones than they do about the peoplethe Foxconn child-labor scandal, people care more about getting their new iPhones than they do about the people

who make them.”who make them.”

Eden Gillott Bowe, a crisis public relations expert and president of Gillott Communications, agreed that thisEden Gillott Bowe, a crisis public relations expert and president of Gillott Communications, agreed that this

won’t be a huge problem for Apple. But, she said, Apple could do more to help the situation.won’t be a huge problem for Apple. But, she said, Apple could do more to help the situation.

“This is a bigger problem for Dr. Dre than it is for Apple. He can’t absolve himself from what he did in the past by“This is a bigger problem for Dr. Dre than it is for Apple. He can’t absolve himself from what he did in the past by

simply saying he’s a changed man, any more than Bill Cosby could,” Gillott Bowe said. “For Apple, it’s a blemish.simply saying he’s a changed man, any more than Bill Cosby could,” Gillott Bowe said. “For Apple, it’s a blemish.

It needs to do more to distance itself from Dr. Dre’s violent past, such as making major commitments to helpIt needs to do more to distance itself from Dr. Dre’s violent past, such as making major commitments to help

programs for battered women.”programs for battered women.”

Hayley Tsukayama covers consumer technology for The Washington Post.Hayley Tsukayama covers consumer technology for The Washington Post.