Apple removed the Beats feature page from its official website.

Ahead of Tuesday’s Apple event, Apple has quietly removed the Beats by Dre page from its website as it prepares to launch a new, lower-cost HomePod and a pair of AirPods Studio headsets. There is now only one snapshot of the page from the original October 2 page on Wayback Machine, while the latest snapshot on October 9 shows that the page is closed, indicating that Apple deleted it sometime between the two dates.

Apple removed the Beats feature page from its official website.

Over the past few weeks, Apple has gradually removed Beats-related content from its official support page and quietly retired the Beats Updater utility, which was previously used to allow users to update the firmware of Beats Wireless headsets, headphones and speakers.

While Apple still sells Beats in its online store’s headphones and speakers section, Bloomberg reported earlier this month that it no longer sells headsets and wireless speakers from companies such as Sonos, Bose and Rogge. Apple has done something similar in the past, setting up other branded fitness trackers before launching the Apple Watch.

All these moves suggest that Apple is preparing to launch a new product. Apple is rumoured to be working on several new audio products, including a smaller, lower-cost HomePod and high-end Apple-branded headsets, possibly called “AirPods Studio,” which will be sold with AirPods and AirPods Pro.

The two new products are expected to be available by the end of the year, and the withdrawal of third-party audio products from the online store suggests that we may soon see Apple’s new audio devices, perhaps as soon as This Tuesday (October 13) at Apple’s “Hi, Speed” event, when Apple will also unveil the new iPhone 12 series.