For whatever reason HTC decided against bundling Beats Audio headphones with some of its most treasured devices launched on the market.
Perhaps the Taiwanese company thinks that the this accessory is not the selling point it hoped for when bundling them with some its product.
In a recent interview HTC product executive Martin Fichter said that “an accessory like the headphone doesn’t factor in when someone is buying a smartphone. If they want a Beats headphone, they’ll buy it directly.”
The statement is 100% valid, which makes us wonder if the sudden change has anything to do with the atrociously low number figures recently reported by HTC for Q4.
However, this doesn't mean that the Taiwanese handset vendor has thrown out the window the $300 million invested in Dr. Dre's Beats company for the acquire of the majority stake. That's because HTC decided to continue to integrate Beats Audio software into some of its devices.
However, without the actual hardware technology that comes within the Beats headphones, one may wonder what's the point in embedding such advanced software if users cannot take advantage of it unless they pay for an additional accessory.
HTC's desperate need to set itself apart from other handset manufacturers lead to company into this partnership with Beats Audio, which, after several months, doesn't seem to have been such a good idea.
I guess a minimal online survey would have revealed that good headphones are not really at the top of the list for anyone that would want to purchase a high-end Android smartphone.
On the positive side, Beats audio technology will continue to be integrated onto HTC devices to some degree, even if only when it comes to in-call sound.
Anything that adds an improvement to the final product is welcomed, but the costs paid for that improvement to be possible seems to be a bit too high for HTC.