There is a talk at Apple about including the Beats Music Service in the new iOS operating system. Nice! Beats was always a cool brand and now getting cooler with some smart and big boy advertising by tastemakers. The problem is, the people at Apple are thinking of subsuming Beats Music (a streaming service) under the iTunes brand. Oops. iTunes is growing some gray whiskers while the Beats brand is really coming into its own. The powers at Apple (Dr. Dre, being one) agree to keep the Beats brand on the headphone business – or so reports The New York Times today – but this guy thinks Beats should take over all of Apple’s music offering. It’s a great name, a wonderful descriptor of product, and it celebrates music.

iTunes should certainly be kept alive somehow in the Apple brand arsenal but 2015 just might be the year for a breakout of Beats — soon to be one of the biggest global brands extant. Fell me? Or is that feel me? Peace.