This will hardly come as a surprise as HTC announces they will no longer bundle Beats headphones with the purchase of a new HTC Beats device. HTC has shelved the idea as they’ve come to realize that customer buying decisions aren’t influenced by the inclusion of headphones, even with a brand as recognizable as Beats.
“An accessory like the headphone doesn’t factor in when someone is buying a smartphone,” Martin Fichter, an HTC product executive, told CNET. “If they want a Beats headphone, they’ll buy it directly.”
This is an unfortunate but understandable move as we loved the idea HTC included fancy sounding earbuds right in the box. In most cases, everything you would need to have great sound come out of your smartphone was already included, right there in the box. Unfortunately, this won’t be the case anymore.
The real question we’re asking is why make this change after HTC spends $300 million acquisition of 51% stake in Beats Audio? If the headphones and the audio quality aren’t going to move the smartphone off store shelves, was there stake purchase really a smart move?
HTC says the plan is work with the technology behind the headphones, which will still be incorporated into handsets. The HTC Rezound appears to be the last HTC phone to include Beats earbuds and given its less than stellar sales, not terribly surprised by this decision.
Fichter says HTC hasn’t shut the door completely on bundling headphones, but he said the company has made a near-term decision that has seen them remove boxes for the foreseeable future.