End of an era: Jabra discontinues its Elite line of headphones
Zak Khan / Android Authority TL;DR Jabra is discontinuing production of its Elite and Talk consumer products due to changing market dynamics. The company launched the second generation of its Elite 8 Active and Elite 10 headphones as the final products in the line. Jabra will focus on other specialty audio markets, where it sees […]
Zak Khan / Android Authority
TL;DR
- Jabra is discontinuing production of its Elite and Talk consumer products due to changing market dynamics.
- The company launched the second generation of its Elite 8 Active and Elite 10 headphones as the final products in the line.
- Jabra will focus on other specialty audio markets, where it sees more profit potential.
In a surprising move, Jabra, a well-known name in the wireless earphone market, has announced the discontinuation of its popular Elite line of earbuds. The move, announced by GN, Jabra’s parent company, is part of a strategic shift to focus on the most profitable areas of the business.
In a Press release, Peter Karlstromer, CEO of GN, recognized Jabra’s success in competing with top brands and introducing game-changing innovations to the true wireless earbuds category. However, he cited changing market dynamics and the difficulty of achieving a satisfactory return on investment as reasons for the decision to discontinue the Elite and Talk lines.
The company sees greater ROI potential in other areas of its business. “We believe today that we cannot generate a fair return on investment relative to the many other opportunities we have within our Audition, Enterprise and Gaming businesses,” Karlstromer said.
GN plans to reduce inventories of affected products by the end of 2024, but promises to continue providing customer service and support for “several years.” Although the Elite line will be missed, the company will continue to make audio products under its Evolve line, aimed at businesses.
Jabra announced its best headphones yet
Rather than disappear quietly, Jabra is making a bold exit. The company also launched the second generation of its popular Elite 8 Active ($199 at Amazon) and the premium Elite 10 headphones, the Elite 8 Active Gen 2 And Elite 10 generation 2. The company says these are its “best headphones ever,” with expected improvements in sound quality and noise cancellation.
However, the standout feature of these earbuds is the innovative charging case. This case allows users to connect to external devices via an auxiliary port or USB port, transmitting audio directly to the headphones. This eliminates the need for Bluetooth pairing, making it easier to connect to devices such as in-flight entertainment systems that lack wireless connectivity.
Jabra’s Elite earbuds have been consistently praised for their impressive sound quality and features like ANC and long battery life. However, the wireless earphone market has become very competitive in recent times, with a wave of affordable brands offering commendable quality at affordable prices.
Simultaneously, industry giants like Apple and Sony have cultivated a devoted customer base and cemented their position as the premium premium choice, making it difficult for brands like Jabra to carve out a profitable niche.
