While music purchases may be falling, it’s still a big business
for Apple. So instead of creating another option in iTunes that
would potentially cannibalize download sales, why not just buy a
service and keep it separate? Streaming blows up: Apple wins.
Streaming doesn’t pan out, well, they still have the iTunes store
Best take I’ve read so far, and the first to make a case that the separate (and established) Beats brand makes sense as a separate entity from iTunes.