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HTC's 'major' news only involves Beats audio

updated 08:45 pm EDT, Wed August 10, 2011

HTC big news limited to investment in Beats tech

Just hours after promising a "major" news event, HTC chief Peter Chou talked down expectations by revealing the plans ahead of time. The phone maker is investing $300 million into Beats Electronics' audio processing and will build it into future phones and tablets. One HTC device shipping this year would carry Beats audio, Chou said in an AllThingsD interview, without saying what.

The aim would be to improve mobile audio. Beats already provides its audio enhancement techniques for HP's desktops and notebooks, as well as the TouchPad, but has yet to dip into smartphones or otherwise support anyone else besides HP and Monster Cable. It was easier to find music on a phone, Chou said, but the listening itself was sub-par.

Interscope head Jimmy Iovine has repeatedly characterized Beats as a crusade to restore audio quality in the digital era, where compressed music files often clip some of the audio detail. Part of his approach has been not just the processing but to optimize the sound itself through headphones like the Beats Pro.

The news of an HTC tie-in with Beats may nonetheless prove disappointing. With the short notice and attempt to drum up the perceived importance of the deal, many had guessed it might be a settlement with Apple after the ITC loss or a major acquisition, either by HTC or from another company acquiring HTC itself.



By Electronista Staff
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Comments

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  1. imNat-imadouche

    Fresh-Faced Recruit

    Joined: Apr 2011

    -21

    Apple Fanboys

    would be saying "Who cares". However if it was Apple it would be "magical, awesome, innovative"

  1. cljmac

    Fresh-Faced Recruit

    Joined: Sep 2005

    +13

    who cares is right

    have you actually listened to these headphones. overpriced and way to much lows. over enhanced sound does not "restore audio" quality.

  1. global.philosopher

    Fresh-Faced Recruit

    Joined: Sep 2010

    +9

    Well that was worth waiting for...not!

    After realising that a sudden rush of industry focus on their proposed "major" news event HTC quickly realised that they were only announcing a lemon service and decided best to pre-announce to quell any major disappointment.

  1. global.philosopher

    Fresh-Faced Recruit

    Joined: Sep 2010

    +5

    On another note....

    does anyone think that guy looks a tad like a certain Sci-Fi character.

    http://www.empireonline.com/100-greatest-movie-characters/default.asp?c=25

  1. viktorob

    Fresh-Faced Recruit

    Joined: May 2011

    +5

    I told you so..

    I told you..
    http://www.electronista.com/articles/11/08/10/htc.plansm.major.news.event.august.11/
    Since apple hasn't came out with a new product, clone makers doesn't have any new product to anounce.

  1. driven

    Addicted to MacNN

    Joined: May 2001

    +9

    Lesson # 1

    The take-away from this is to learn to properly set expectations so you don't under-deliver. Wow.

    Comment buried. Show
  1. imNat-imadouche

    Fresh-Faced Recruit

    Joined: Apr 2011

    -14

    re:driven

    Apparently Apple is guilty of this type of hype as well

  1. SockRolid

    Forum Regular

    Joined: Jan 2010

    +1

    Apple could buy HTC

    ...or from another company acquiring HTC itself. ...

    Apple could buy HTC, cancel all their products, then refit all of HTC's factories to build iPhones and iPads. It would solve all of HTC's problems all at once. And Apple needs the production capacity.

  1. Inbloom

    Fresh-Faced Recruit

    Joined: Feb 2011

    +2

    I love my iPhone...

    ...but HTC makes some really nice Android devices. Great hardware and the Sense overlay is about the best skin out there. I love Apple, however, sometimes you have to give credit where credit is due.

  1. Inbloom

    Fresh-Faced Recruit

    Joined: Feb 2011

    +2

    I love my iPhone...

    ...but HTC makes some really nice Android devices. Great hardware and the Sense overlay is about the best skin out there. I love Apple, however, sometimes you have to give credit where credit is due.

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