Luke Wood, the president of Beats headphones, has defended the sound quality his product after waves of criticism.
Beats by rapper and businessman Dr Dre have been under increasing scrutiny recently, because many critics claim that their headphones are 'too bass heavy'.
Speaking to BBC Newsbeat, Wood defended the brand: "I've certainly heard that as an opinion on the headphone, I disagree. We didn't go to build a reference headphone, something you build in the studio that is really a technical tool to hear when you are recording."
"If you look at Dre's pedigree, Jimmy's [Iovine] pedigree, even my pedigree, we are all recording engineers. What we did is build a headphone for playback. What does it sound like right when it is finished? And that is what we've accomplished."
His defense of the product comes at a very crucial moment for Wood, as he is on the verge of selling Beats streaming service and headphones to Apple for $3billion. He spoke passionately of the move: "I've always known in my heart that Beats belonged with Apple. The idea when we started the company was inspired by Apple's unmatched ability to marry culture and technology.
"Apple's deep commitment to music fans, artists, songwriters and the music industry is something special."
Apple are similarly enthused, CEO Tim Cook added: "Music is such an important part of all of our lives and holds a special place within our hearts at Apple. That’s why we have kept investing in music and are bringing together these extraordinary teams so we can continue to create the most innovative music products and services in the world."
However the potential merge has also the raised the question of whether future Apple products will only accept beats headphones or require an expensive adapter to accept non Beats products. Wood said: "I'm not here to talk about Apple with you today," he said. "The truth is that the deal has not closed with Apple, which it will shortly, once it goes through regulatory approval. And at that point we'll actually sit down with Apple and figure it out. But right now, the truth is there's absolutely no plans made."