Apple confirmed the frenzy of speculation around its rumored acquisition of Beats when it announced plans to buy the company for $3 billion. But why is it making the move? Eddy Cue, Apple’s executive in charge of its iTunes business, told the audience at Recode’s Code conference that there are three primary reasons behind this “no-brainer” deal: the talent at Beats, the quality of its headphones, and the Beats Music streaming service. But Apple already makes hardware and offers music services — so couldn’t it create these products by itself? “We don’t do everything,” Cue told Recode founders Walt Mossberg and Kara Swisher. “We try to do a few things. We think Beats’ talent can accelerate us. This isn’t something that just happened over night. Jimmy and I have talked about working together for a decade.”