Devialet severs ties with Apple after 'disappointing sales'

[Hifi_swlon]

In the online Telegraph today:

https://www.telegraph.co.uk/technology/2...ing-sales/

Guillaume

So I guess Devialet will start saying ‘they want to be Microsoft’ in all their press articles now.

In any event their problem wasn’t Apple, it was that they’re trying to sell an insanely expensive (relatively) Bluetooth speaker to an audience that didn’t really know why it cost so much. It’s really an audiophile product. They’re making the same mistake with Reactor IMO - yes it’s smaller and cheaper than a regular Phantom but not that much cheaper and you need to buy two for stereo. It will sell better than Phantom but something that sounded less good and less powerful but at half the price would have sold vastly more (as long as it was still better sounding and functioning than the closest competitors).

“Why would any high end audio company want to align themselves with the one organisation that is resolutely committed to lowest common denominator audio quality? “.

Cash - maybe chance of acquisition or sales through associated brand reputation, and an unhealthy obsession.