Beats' message upon acquisition; unclear if sunsetting Beats Music was on the table at the time. Beats Audio Dueling reports from TechCrunch and Recode Monday suggest that Apple is likely to bring changes to Beats Music, the streaming music service owned by Beats Audio. TechCrunch cites five anonymous sources from both Beats and Apple as saying that Apple plans to shut the service down, but Recode cites Apple spokesperson Tom Neumayr as saying TechCrunch's report is "not true," and that while the brand may fade away, Apple will keep it around and "modify it over time." Apple originally acquired Beats Audio in back in May, and the company has remained fairly quiet about the future it sees for the company's various components.