14 DAY TRIAL // The 'major announcement' that HTC 'threatened' is earlier this week has nothing to do with the launch of a new device or service.
Instead, the Taiwanese handset manufacturer announced an interesting partnership with Beats Electronics, the audio company led by famous rapper Dr. Dre.
Following the collaboration between the two companies, HTC hopes to improve the sound quality of its phones.
Both companies have confirmed that their partnership will have as an immediate result, a new line of HTC devices integrated with Beats sound innovations that are expected to be launched this fall.
“For Beats by Dr. Dre, this represents a critical step in our continued mission to clean up the destruction of audio caused by the digital revolution; and reengineer how sound is delivered so that the consumer feels the music the way that the artist intended,” said Jimmy Iovine, Chairman of Beats by Dr. Dre and Chairman and CEO of Interscope Geffen A&M Records which is a division of Universal Music Group and a stakeholder in Beats.
HTC doesn't make any mentions regarding the new and improved devices prices, which may or may not be increased due to the inclusion of the new Beats audio technology.
However, this would be highly unlikely as Beats is also known for its collaboration with HP and all the products launched on the market under HP and Beats logo do no seem to be price higher than normal.
“Our customers have clearly responded to Beats and HTC, and Best Buy is proud to feature their products in our stores. We are committed to offering innovative and entertaining technologies that help consumers enhance their lives. Our customers expect that from us. The unique HTC Sense experience and the great sound of Beats provide prime examples of that focus,” said Brian J. Dunn, CEO, Best Buy.
It is also worth mentioning that there's a high chance that HTC will launch these new devices through Best Buy.