Very Apple like.They are sold separately under the Beats brand. Apple bought Beats for its streaming music service which became Apple Music. Based on the reporting I’ve read, when Apple got into headphones (AirPods), they didn’t even involve any of the Beats people. Behind the scenes rumors and reporting suggest that Apple audio people thought little of Beats headphones and figured they could do better on their own.
They tried to hire me for Europe in 2008. I felt the 'we don't think much of others' atmosphere in the London headquarters.