Tech fans hoping to snare some free Beats by Dre headphones with an HTC phone will soon be out of luck, a mover and shaker at the handset-maker has revealed.
HTC acquired a controlling stake in Dr Dre’s audio company last year. Since then, it has sought to leverage the brand with the HTC Sensation XE and Sensation XL, both of which featured Beats by Dre livery prominently as well as an audio profile courtesy of the Hip-Hop auteur himself.
Arguably much more of a draw, though, was the complimentary pair of Beats headphones the handsets came with, especially given their cachet with young ‘uns right now.
All of which makes HTC apparent decision to call time on free earbuds with its Beats kits seem very odd. But that’s what’s happening, if we understand HTC product exec Martin Fichter’s intimations that the phones hadn’t pulled in the punters as expected.
In an interview with CNet, he said: "An accessory like the headphone doesn't factor in when someone is buying a smartphone.
"If they want a Beats headphone, they'll buy it directly."
Instead, HTC will focus on incorporating Beats stereo tech in its phones as a means of differentiating its Android phones from the slew of rivals out there, Fitcher revealed.
News of HTC’s strategy comes as the company recently reported its largest drop in profits for a decade, after losing ground in the smartphone market to Samsung and Apple.