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Apple's Beats Electronics suing Steven Lamar for misrepresenting himself as co-founder Apple's Beats Electronics suing Steven Lamar for misrepresenting himself as co-founder
(about 1 hour later)
Apple has taken legal action against Steven Lamar, the entrepreneur and self-proclaimed co-founded Beats Electronics, alleging false advertising and unfair competition as the battle into the origins of the electronics giant continues.Apple has taken legal action against Steven Lamar, the entrepreneur and self-proclaimed co-founded Beats Electronics, alleging false advertising and unfair competition as the battle into the origins of the electronics giant continues.
Apple subsidiary Beats argues Lamar has "deliberately misrepresented" himself as the co-founder of company, capitalising on its "strong reputation" to promote his own headphone firm ROAM, seen as a rival to Beats.Apple subsidiary Beats argues Lamar has "deliberately misrepresented" himself as the co-founder of company, capitalising on its "strong reputation" to promote his own headphone firm ROAM, seen as a rival to Beats.
Apple, which purchased Beats in a $3 billion deal earlier this year, insists Lamar did not have "any ownership" in Beats and his "misleading" statements are "clearly intended to draw a connection between" the electronics giant and his ROAM's headphones. Apple, which purchased Beats in a $3 billion deal earlier this year, insists Lamar did not have "any ownership" in Beats and his "misleading" statements are "clearly intended to draw a connection between" the electronics giant and his ROAM's headphones. The latest lawsuit comes after Lamar sued co-founders Dr Dre and music mogul  Jimmy Iovine for breach of contract on the grounds he came up with the concept and suggested a celebrity endorsement for the headphones and allegedly suggested Dr Dre was the ideal candidate.
The latest lawsuit comes after Lamar sued co-founders Dr Dre and music mogul  Jimmy Iovine for breach of contract on the grounds he came up with the concept and suggested a celebrity endorsement for the headphones and allegedly suggested Dr Dre was the ideal candidate.
They were also involved in a legal dispute over loyalties that was partly settled in Lamar's favour but painted a blurred picture of the structure of the company with Iovine and Dre agreeing to pay a 4 per cent royalties on certain headphones.They were also involved in a legal dispute over loyalties that was partly settled in Lamar's favour but painted a blurred picture of the structure of the company with Iovine and Dre agreeing to pay a 4 per cent royalties on certain headphones.
Apple is demanding he stops describing himself as the co-founder of Beats and remove all statements made on social media sites or promotional material claiming that Lamar and Jibe Audio had "any involvement" with Beats or Beats by Dre.Apple is demanding he stops describing himself as the co-founder of Beats and remove all statements made on social media sites or promotional material claiming that Lamar and Jibe Audio had "any involvement" with Beats or Beats by Dre.
The Independent has contacted Steven Lamar for commentThe Independent has contacted Steven Lamar for comment