For a long time, HP had partnered with Beats for the audio technology in their PCs and all-in-ones. But when Apple acquired beats for $3 billion USD last year, the partnership failed. Now, Hewlett Packard is partnering with Bang & Olufsen, developers of high-end audio gear, to deliver quality sound for their devices.
The brand doesn’t carry the same following from fans as Beats, the company that notably instilled in consumers a desire for expensive headphones. It is hard to say if the Beats logo on HP devices helped sales, but whatever leverage that partnership had on consumers has been lost. HP expects the new partnership with B&O to be a positive one. With the increase of streaming video and the popularity of music PC audio quality has become increasingly important. B&O has been developing audio technology since 1925. Their products have been used in TVs, cars, headphones and speakers. Another leading PC maker, Asus, even produced a new audio-focused computer in 2010 with the help of Bang & Olufsen. Clearer tunes will be delivered by new HP devices by isolating audio circuitry and reducing the amount of metal used in the headphone jack.
Additional details are limited but there is speculation that B&O will also provide high-quality Audio Transmitters for HP devices similar to the agreement HP previously had with Beats. HP will put the Bang & Olufsen brand on their top of the line Spectre, Omen, and Envy devices. Bang & Olufsen’s sister company B&O Play will be available on Pavilion PCs and tablets. The new B&O branded PCs will appear this spring.
However HP is allowed to continue developing products with new Beats technology through the end of last year. Devices with the Beats logo will likely to continue to sell through 2015. It is estimated that about 15 to 20 percent of devices sold by HP still include Beats technology.
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