A man listens to Beats brand headphones on a street in New York, May 29, 2014. Apple Inc will buy Beats for about $3 billion and bring recording mogul Jimmy Iovine into its ranks, hoping to win points with the music industry and help it catch up in fast-growing music streaming. As expected, Beats co-founders Iovine and rapper Dr. Dre will join Apple as part of the acquisition of the music streaming and audio equipment company.
Kanye West claims that the reason behind the much-talked about Apple-Beats deal was that rival Samsung got Jay Z.
Speaking at Cannes Lions festival, West said that Apple's decision to acquire Beats by Dre is the company's strategy to reconnect itself with culture after Steve Jobs's demise.
"There would have been no Beats deal without the Samsung deal. It showed the No. 1 company the importance of connecting with culture," West told Adweek.
West also admitted his dislike of Samsung as he only prefers working with the No. 1.
"The reason I said I didn't like Samsung particularly is because throughout my entire life, because of how my parents raised me, I have to work with the No. 1. I can't work with anyone but Jay Z, because he's No. 1. I can't be with any girl but Kim, because that's the girl whose pictures I look at the most and get turned on by. I'm not going to represent any company but Louis Vuitton, because that's No. 1. ... Samsung is not quite Apple, but it showed that Jimmy [Iovine] and Dre would be able to connect with the No. 1 influencers."
West also spoke about how Steve Jobs was his biggest influence in life.
"Steve Jobs, as everyone knows, was my biggest influence. Just seeing the way he fought to make things easier for people. After he passed, I made it my life's mission to do what he did inside of that company. I dream to help raise the palette and raise the taste level of a generation and also be involved with the production and distribution and advertising of that thing everyone's begging for," West said.
Author Steve Stoute meanwhile also praised Apple for its deal with Beats.
"Apple was so profound at making great products in great design language. And yet they found themselves culturally susceptible to another brand whose products weren't necessarily as great at that time. Samsung used culture as a way to get into the conversation. And that's why the Apple/Beats deal makes sense. Whatever Samsung is doing culturally, Apple has the 800-pound gorilla in Beats and Jimmy and Dre," Stoute said.