|Apple's Back to School Deal|
This is another example of affiliate marketing, as we have seen previously with "Windows and Casio collaborates about new promotional campaign". In the case of Apple and Beats, these two brands are complimentary to each other. This kind of promotion is beneficial to both companies as both of their brand awareness' will be increased.
By having this promotion aimed at students, whom a brand such as Beats and Apple are focused on, they will invariably increase brand recognition and customer retention. This can be repeated with other less large and powerful companies, headphones are cheap to produce and are always being used.