It's just a marketing gimmick to attract the customers. Basically it's a equalizer settings to enhance the audio experience. You can do the same with third party music players with equalizer. According to them for the beats to works properly i.e. the way it's supposed to work you need Beats headphones which so damn costly (4000+ INR) and hard to find an original one. I found 2 or 3 in a local store which they claim to be original but does not come with warranty so I went for Klipsch S4A which is awesome. They offer 2 years warranty as well.
