I imagine Beats/Apple isn't too happy with Bose's shenanigans regarding telling NFL players they can't wear their Beats headphones until 90 minutes after the end of the game.
Of course the players do it anyway, and Beats apparently pays the fines for them... but still.
Incidentally, the NFL isn't doing very well with regards to their endorsement deals - first Microsoft, and now Bose.
The problem is you have a conflict of endorsements.
The NFL is being paid directly by Microsoft and Bose to promote their stuff - Microsoft and Bose can put "Official NFL Product" on those things.
The problem is, the teams and players don't really see much of that money because it goes straight into the league. Sure, they may get a few bucks in the way of stadium improvements and such, but you can bet most of that money isn't going into their paycheques.
So the players and teams often have their OWN endorsement deals. This money goes directly to the team and the players themselves. Sure some goes back to the NFL in terms of league fees and whatnot, but it's extra income for the team and player.
So what's a player to do? Be forced to wear Bose which nets them ZERO dollars in the end? Or wear their Beats which nets them millions in extra dollars in their pocket?
It's obvious why the players are defying the rule. And in fact, you have to admit, it's getting a LOT of marketing for Beats as well - I mean, they're being fined, in public, for wearing Beats. With photos. In the news. Now what is better marketing - the player wearing it on the field or a news conference, or having it plastered all over the news with closeups of the offense with news they're being fined for wearing Beats headphones (and barely a Bose mention!).
It's actually kind of brilliant marketing - Bose gets made out to be the bad guy, and Beats gets plastered all over the news section, so much so that the $10,000 fine is well worth it - marketing expense.
List of NFL Finable Offenses, with fines.
Heck, one wonders if they're going to get a bunch of stickers to stick over their Bose headphones with the iconic "b". I mean, it doesn't get more interesting than that - they wear Bose headphones, but they're sporting the "b" that clearly indicates Beats.