From telling Tim Cook not to be dumb, to proclaiming himself the next Steve Jobs, Kanye West can always be trusted to chime in with a nuanced take on Apple business. Now the newly-married creative genius has offered his two cents on the reason behind Apple’s still-unexplained $3 billion acquisition of Beats Music.
Speaking at the Cannes Lions festival, West says that last year’s collaboration between Jay Z and Samsung — in which 1 million Galaxy owners were able to pick up free copies of the rapper’s Magna Carta Holy Grail album — pushed Apple to acqui-hire Beats cofounders Jimmy Iovine and Dr. Dre. Claiming that Apple has lost touch with its culture since Jobs’ death in 2011, West thinks that the Beats deal allowed Apple to buy back some of the cultural relevance it has lost.