Jabra’s super-cool new earbuds will be its last

Just days after Jabra unveiled its flashy new earbuds, complete with an innovative Bluetooth LE-streaming charging case, the company dropped a bombshell: they’re bowing out of the consumer headphone and earbud market entirely. And that’s a real pity, because gems like the Jabra Elite 8 Active have long been favorites among audio aficionados and fitness fanatics alike.

But don’t fret just yet—current customers and fans of the newly announced Jabra Elite 8 Active and Jabra Elite 10 Gen 2 are still in luck. These swanky new buds will be available “through 2024 and beyond.” However, it appears there won’t be any follow-up acts for these stars.

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So, why is Jabra packing up its earbuds?

It’s not because the wireless earbud arena isn’t lucrative; it’s just getting cutthroat. According to Jabra’s parent company GN, the firm plans to phase out its Elite and Talk product lines. The premium segment, where the Elite range plays, is now “a very competitive space,” and the mono Bluetooth market that Talk products serve is shrinking. For GN, the mono market no longer jingles with coins, and the premium sector is so overcrowded that pouring more cash into new product lines is a risky bet.

GN Store Nord’s CEO, Peter Karlstromer, laid it out plainly: “It is today our assessment that we cannot generate a fair return on investment compared to the many other opportunities we have within our Hearing, Enterprise, and Gaming businesses.” GN plans to “reduce the inventory of the affected products” by the end of 2024, but assures that they will continue supporting their customers “for several years.”

This likely means a fire sale of Jabra headphones, headsets, and earbuds in the near future—a potential goldmine for budget-conscious buyers. We know Jabra’s gear is top-notch and delivers stellar performance, and with GN eager to clear stock, we can expect some substantial discounts. While it’s a shame to see Jabra exit the scene, there’s a silver lining for bargain hunters seeking the best headphone deals.