In May 2014 Apple bought Beats and its co-founders Dr Dre and Jimmy Iovine joined Apple’s board. Since then other original equipment makers (OEMs) have been looking elsewhere for ‘signature’ sound – why feed the enemy?
Nearly a year later HP has dropped Beats – an important part of their consumer product line – and will partner with Danish company Bang and Olufsen (B&O) – why promote the enemy anymore?
The B&O brand has always been synonymous with cool, innovative, funky designed, high end, audio, and TV. That brand will come to HP’s high end Spectre, Omen, Envy and some of its commercial PC’s and notebooks. B&O has a distinctive style that may influence design cues for some HP products.
The deal will also include HP reselling selected B&O accessories – headphones and speakers – designed for HP hardware.
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After Apple’s acquisition of Beats, HP quickly stopped co-branding. It was widely believed to be developing its own audio technology and HP executives were talking up HP’s expertise in this area. It seems partnering with B&O solves many issues – street cred amongst them.
Paul Gracey, business manager, Personal Systems Category, HP South Pacific said “Audio plays an important role in the experience customers have on their PCs, tablets and accessories whether it’s watching a movie, listening to music or Skyping with friends and family. With B&O’s passion and expertise, we are thrilled to work to create exceptional sound experiences for customers.”
HP and B&O will ‘custom tune’ audio for each PC model - a gaming laptop typically delivers more booming sound than a low-cost laptop. It is expected that the addition of B&O technology will not affect HP pricing.
B&O is an excellent brand that will add value and prestige to HP’s offerings. Unfortunately for HP, B&O have ruled out exclusivity and are open to other manufacturers willing to make ‘audio-focused computers as ASUS did in 2010 with its very sexy NX90.
Audiophiles worldwide are commenting positively that HP has partnered with a ‘Porsche’ while Apple’s Beats is more like a Hyundai (no offense intended to Hyundai – makers of very popular cars for the masses).
