Despite all the hype, opening up the API, and recently scooping up a music streaming service, we might have seen the end of Beats brand plugs being bundled in with HTC phones.

Martin Fichter, a product executive for the phone manufacturer, told CNET that "If they want a Beats headphone, they'll buy it directly," suggesting that the lure of the in-the-box pair just wasn't strong enough for those with a penchant for bass.

 

 

Perhaps this explains why the whole "Enable Beats" option embedded on the new One series no longer requires the brand's headphones to activate it? Still, if true, the move seems a surprisingly quick turn around on what was originally a much vaunted collaboration. That, or contractual obligations further up the food chain are drawing to a close.

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