Why would Apple launch its own brand of over-ear headphones since it owns Beats?

In a note to clients — as noted by AppleInsider — KGI analyst Ming-Chi Kuo Apple forecasts that Apple will launch its own branded high-end, over-ear headphone with an "all new" design to add to its growing audio accessory lineup. 

Why? Due to the success of its AirPods. However, Kuo doesn’t anticipate the new headphones before the fourth quarter of the year.

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The analyst adds that the over-ear model is expected to be more expensive than the in-ear AirPods. He feels Apple is looking to pack in high quality — and high priced — audio components that will boost performance.

Chances that this will happen, according to the Sellers Research Group (that’s me): 50%. Kuo has a great track record when it comes to predicting Apple’s moves. However, I don’t see the logic in having Apple-branded AND Beats-branded over-the-ear headphones since Apple owns Beats. Or perhaps Apple is going to drop the Beats brand and have all its audio products simply carry the Apple logo. Hmmm….