In a new interview, Jimmy Iovine goes a bit into detail on how he sold Beats to Apple. Iovine, who has been named one of GQ's Men of the Year, says that he sold Apple on his music streaming service by offering to fix problems that the company had developed in music.
I convinced them that they had to buy this company. I said, "I don't want to work for anybody else. I want to do this at Apple. I know I can achieve this at Apple. I don't want to shop it. I wanna come here, to Steve's company. I know you guys; I know what you're capable of; I know you get popular culture. I know you have a hole in music right now; let me plug it." I think it was two years before they said yeah.
Iovine was brought on board at Apple as part of the company's acquisition of Beats earlier this year.