dre and jimmie ironbean. >> it's now firmly launched in pom culture. sported by musicians, celebrities and athletes and driven by a savory, aggressive marketing campaign that tech giant apple wants a bite of the action? >> a pair of the head phones costs anywhere upwards of $150 although it's set to deliver inferior with rival brands, it owns between a 55 and 60% share of the lucrative market for premium headphones and it helps explain why apple is reportedly offering $32,000,000,000 for the company. >> if the sale goes through, it will be apple's biggest acquisition yet, a sign of what industry watchers say is an attempt to revive its flagging sales in digital music. beats also operates a new and popular streaming service, something apple hasn't had much luck in. >> beats is the coolest thing in the digital music world right now. they have the coolest executive did. they have got a great brand and a rapidly growing consumer base for the hardware and the digital subscription service side. apple is grabbing on to their coattails trying to keep their own