Audio brand Jabra has made quite a few TWS buds, but it looks like the company will be making a lot less of them in the future. In an announcement by parent company GN, the company says that it is gradually winding down the Elite and the Talk product lines, the former being the line of TWS buds.
According to said announcement, the company says that the decision to wind down the Jabra Elite and Talk lines is so that the brand can “focus on attractive markets where we can deliver profitable growth and strong returns”. Which is a tad ironic, as in the same announcement the brand says that the Elite product line was more profitable than ever before ever since it was pivoted into the premium segment. Justifying this decision is that required investment to continue achieving such results is too expensive, and “cannot generate a fair return on investment”.
Mentioned specifically in the announcement are the Jabra Elite 8 Active and Elite 10. These are noted to be “our final Elite products” and “the best earbuds we ever made” at the same time. Both are noted to be getting a Gen 2 to complete the wind-down process of the Elite line. But while these have started appearing in other markets, it’s unclear if they will make it to our shores in time, before the completion of the wind-down.
Compared to the Jabra Elite series, the Talk line doesn’t get much mention besides also being another series to be winded down. No surprise, as these are mostly mono earpieces, which are a bit too hyper-specific in their use cases these days.
(Source: GN)
