The Pill People return for Beats' most unexpected product launch yet

(Image credit: Beats)

Beats isn’t just making noise in your ears anymore – now it wants to power your devices too.

The iconic audio brand just launched Beats Cables, a colourful new collection of reinforced charging cables, and to celebrate, it brought back its most chaotic (and adorable) mascots: the Pill People.

Pill People Have the Power I Beats Cables - YouTube

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This marks a fresh new direction for Beats, which is gradually building out a full accessory ecosystem.

After dropping iPhone cases last year – a move that turned more than a few heads – Beats is now making a play for the cable game with a line-up that’s as stylish as it is functional.

Beats Cables come in USB-C to USB-C, USB-A to USB-C and USB-C to Lightning, with pricing starting at £18.99 for a single 1.5m or 20cm cable and £34.99 for a twin pack.

The cables are built with "tangle-free" woven materials to resist fraying and come in four electric colours: Bolt Black, Surge Stone, Nitro Navy and Rapid Red.

Naturally, they’re compatible with a range of Apple and Android devices – and yes, they can charge your Beats Solo 4 (and other Beats headphones) too.

If you're the type who demands your tech accessories match your outfit (and you already rock a colour-matched Beats Studio Pro), these new cables might just be the finishing touch.

And just to sweeten the deal, Beats has gone big on sustainability, too – the packaging is made from 100% plant-based materials sourced from recycled fibre and sustainable forests.

Beats Cables are available now at Apple US, Apple UK and Apple AU with in-store availability beginning Thursday, 17 April.

Don’t be surprised if your current cables start feeling very beige in comparison.

Matt Kollat is a journalist and content creator for T3.com and T3 Magazine, where he works as Active Editor. His areas of expertise include wearables, drones, action cameras, fitness equipment, nutrition and outdoor gear. He joined T3 in 2019.

His work has also appeared on TechRadar and Fit&Well, and he has collaborated with creators such as Garage Gym Reviews. Matt has served as a judge for multiple industry awards, including the ESSNAwards. When he isn’t running, cycling or testing new kit, he’s usually roaming the countryside with a camera or experimenting with new audio and video gear.

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