Just a few hours after announcing two new headphone models, the parent company Jabra GN announced that the Elite 10 Gen 2 and Elite 8 Active Gen 2 mark the end of its consumer headphone business. This is the company's final entry in the Elite series after years of producing quality products.
This decision seems somewhat sudden. Earlier this month, Jabra invited representatives of the media to its headquarters in Copenhagen. Now, just a couple of weeks later, GN admits that "markets have changed" and attempts to compete with Apple, Samsung, Sony, and countless other headphone brands are no longer cost-effective.
"The investments required for future innovations and growth in this highly competitive space are considered unjustifiable," GN writes in its press release.
Analysing the situation, Jabra's defeat in the battle against much larger competitors was inevitable. The company peaked during the era of the Elite 65t / 75t between 2018 and 2020, when heavyweights like Sony and Samsung were just gearing up to dominate the wireless device market and before a slew of other competitors entered the ring.
Ultimately, the company reached a point where it simply could not sustain such crucial aspects like sound quality, noise cancellation, and the like. The Elite lineup had recently become too bloated and began prioritizing quantity over quality. Last year's Elite 10 headphones were very comfortable, but could no longer boast about sound quality.
Source: The Verge
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