22
Aug
beets-by-dre

Update: HTC has officially denied the veracity of this rumor, and stated that it has no plans to discontinue use of Beats Audio in its handsets.

Original Article: I don't like Beats. You probably don't like Beats. In fact, it's really, really easy to not like Beats. According to news site MyDrivers.com, HTC might not like Beats anymore, either.

After ditching bundled Beats earbuds in April, and then selling 50% of its stake in the headphone and, uh, sound enhancement company, industry sources (yeah, yeah, we know how that goes) are saying that HTC is going to drop Beats Audio from its handset lineup entirely. And to HTC, if this is true, I say: Thank You. In fact, that's most of the reason we're posting this story - because we really, really hope it's true.

Beats Audio is nothing but equalization software. It changes the shape of your music in the same way apps like PowerAmp or any one of a number of free options can. The fact that HTC pays money to license it for use on their phones is sad, more than anything else. Hell, HTC has to know that all it's really paying for is a logo and a ride on the Beats marketing hype machine. It probably seemed like a good idea at the time, too, considering Beats controls around half of the $1 billion US headphone market.

These same insiders also say HTC is planning on slashing its handset prices (upcoming and existing) across the board in order to improve sales, so we'll see if that rumor pans out. HTC, whose stock value has plummeted from its peak in early 2011, is trying to reinvigorate its faltering growth, and cutting out useless technology licensing agreements like this one are a clear step in the right direction. Let's hope they actually go through with it.

MyDrivers.com via UnwiredView

David Ruddock
David's phone is whatever is currently sitting on his desk. He is an avid writer, and enjoys playing devil's advocate in editorials, and reviewing the latest phones and gadgets. He also doesn't usually write such boring sentences.

  • Kenny O

    lol....it's about time they realized what a gimmick this was. Beats products in general are nothing but a fashion statement anyway, you can get far superior headphones for a lot less - but of course you won't look as cool walking around with any other brand around hung around your neck.

    • Joris

      I was recently looking for a new headphone. In my opinion beats headphones are ridiculous... Marketing hype of the year... So what I've done is bought a Panasonic headphone. Because I think that Panasonic, Bose, AKG, Pioneer, Sennheiser headphones are cooler than beats...

      • jaysann22

        I agree. I would definitely choose Pioneer or Bose over Beats any day...

    • http://jesuiscontentducontent.tumblr.com/ Yod-b

      well, yeah! the most ridiculous argument i've ever heard was the one that HTC gave when they stopped to give beats headsets for phones. like: our customers and future buyers said the headphones ain't important for them at the picking of the phone. i'm not good at business, but shouldn't you make a market research like this BEFORE you spend helluva money on buying another company? :D

    • Jon Garrett

      like an iPhone.

      • Kenny O

        Exactly like an iPhone.

  • Lexster

    It's also really annoying that the stupid Beats icon is on your notification bar no matter what as long as audio is playing. There's no way to get rid of it even if you want to turn it off! I hope HTC puts out an update to get rid of it.

  • irishgreen

    Comparing PowerAmp to Beats is rediculous! Yes ill agree Beats isn't what it should be, but no 3rd party apps compare to the crisp sound that beats produces. I could go through the technicalities between how beats enhances sound compared to dsp or poweramp, but ill leave it. for now atleast. LOL...

    • polishred

      Oh, please. Enlighten us with your technicalities.

    • Knlegend1

      Crisp lmao

    • Kaero

      Only reason I like the beats equalizer setting (and that's what it is, an equalizer setting) is because I'm too lazy to figure out how to fine tune the equalizer in PlayerPro for all my songs and the beats one just sounds good on all songs :P chock it up to laziness

    • Firehawkws7

      We're waiting. Or have you realized you're a dumbass?

  • mduran1023

    So, I agree that beats on a phone needs to stop being a thing, especially since you can get similar functionality with the stock Google Music app.

    However, the Beats button on my HP Envy 17-3277 has been pretty nice. Having the extra button next to the keyboard has made it really easy to switch equalizer profiles on the fly.

    I guess I was just surprised that it worked relatively well on this laptop, considering how much everyone hates it on their phones.

  • Knlegend1

    I admit I was getting into the beat hype train but my ears were blessed by senn's. Every since then beats has been the a gimmick to me. Never been a fan of HTC either so this was double negative for me.

  • Greyhame

    I hope HTC does whatever they can to get outta the red. Sony seems to be making smart decisions as well, and that's good to see. Googlorola... not so much, but they've still got a helluva chance. Props to Samsung for being so profitable and all, but Android phones need more than a one horse show.

  • Joe

    Just wanted to say that the "beets" image from this story was hilarious

  • http://www.Nave360.com Sebastian Gorgon

    I like Beats audio, not the headphones but the sound i get from it, without it it's not as good.

  • btod

    David, I strongly disagree with the sentiment of beats audio. I mainly listen to hip hop and r&b, and I'm not very savvy in sound tech. Beats software really do make my music sound better, I love the bass boost and the clarity it brings. Its one of the reasons I love my rezound. A lot of people will say its just a preset equalizer but how many average users are proficient enough with the equalizer to be able to tweak it to "beats" settings?

    Plus, why are you so against it? Its an extra feature, if you're not gonna use it fine, but others might. Having extra features is never a bad thing.

    And yes the headphones are more about fashion/cool factor than functionality, but there's a market for that. Apple exploits that sentiment in the iphone and it pays off.

    • Gav456

      I kinda agree, I listen to death/thrash/heavy metal and some other bits... It sounds nicely bassy without overwhelming the vocals or sounding tinny. I've Never spent money on headphones so the fact that my XE came with half-decent buds was a bonus. Plus I have freakishly small ear canals and the beats fit better than any pair of cheap earphones I've ever used. I see beats as a bonus, not a gimmick. I'd never buy a phone for it, but the fact that the sensation (which I already wanted) was released with a better battery and better earphones earphones was a no-brainer.

      • Gav456

        btw, I am talking about the earphones here and not the "software" (graphic equalizer preset) which is a joke.

        • http://twitter.com/mxfox408 Jake Fox

          Sorry but beats audio eq actually is a good thing especially for those who don't know much about messing with the eq or doesn't want to have to mess with it.

  • Sisyphus21

    I might care more - or even care at all - if I understood what Beats actually was and did, beyond being a marketing label. I tried a desultory googling of the term and ended up absolutely none the wiser.

  • IncCo

    Maybe they'll be able to spend some of that money on something thats really worth having.

  • JeffDenver

    I don't know why everyone is bagging on Beats. Can anyone give me an example of pack-in earbuds for any phone that are superior to beats?

    Yeah, didn't think so.

    • hahahi20

      Senheiser CX980 There you go, I have hem myself, they sound amazing compared toe Beats.

      • Drakal

        he said "Pack In" Not shit you buy seperately

  • http://twitter.com/mxfox408 Jake Fox

    I don't mind beats being on my phone, but I don't understand why people hate it. if you don't like it you can always just disable it.

  • http://www.facebook.com/jasonconort Jason Conort

    Like a lot of people here, not really sure why you hate beats so much. Better sound quality seems like a good thing to me, it certainly does not take away from anything.

  • Christian Ide

    Philips did it better. There is a free app https://play.google.com/store/apps/details?id=com.philips.cl.headset with presets for their headphones/headsets and the equalizer settings are simple enough for everyone.

  • jaysann22

    Beats should have a new logo. Perhaps a horse thats dead from an over done "beating"? lol

  • Léster

    I demand a higher resolution of that Beats logo image.

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