Apple retail stores will reportedly cease selling Bose products beginning next week. According to sources speaking with MacRumors, the Cupertino company has already given the executive order to purge stores of the premium audio brand, which is in direct competition with Apple’s recent Beats acquisition.

No official reason was shared by MacRumor’s sources, but it’s not difficult to surmise. The fewer headphone brands Apple offers in-store, the more prominent Beats will be displayed. Beats is already the dominate premium headphone company, with market share allegedly exceeding 60-percent, and the move will only heighten the brand’s prominence.

Bose has been in the news lately for a big new sponsorship deal with the National Football League, which has seen league officials ban players from wearing Beats headphones while TV cameras are present. Beats has immense brand recognition among pro athletes and musicians, and the move apparently isn’t going over well with Beats supporters. San Francisco 49ers quarterback Colin Kaepernick, who was featured in a Beats commercial, defied the ban last Sunday and was subsequently fined $10,000 by the league.

Apple’s Beats acquisition tallied in at $3 billion, so even without the NFL deal and the existing patent disputes, Apple would have likely made this move anyway. Apple retail locations see incredible traffic, and with the busy holiday period approaching, the iPhone maker will want to ensure its new acquisition is featured well among the throngs of people.