Jabra to stop Elite earbuds after launching two farewell models

By Naila Syifa
Updated June 2024

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Jabra Elite models have been popular wireless earbuds for many consumers over the years, but it is time to say goodbye now.

On June 11, 2024, Jabra's parent company GN announced that it is gradually winding down the Elite product line to concentrate on more promising areas of its business.

On our list

#1 Jabra Elite and Talk to be discontinued

#2 How does this impact existing consumers?

#3 The final addition to the Elite lineup

Jabra Elite and Talk to be discontinued

Elite earbuds have been a profitable product line for the company, especially after its shift to target the premium segment of the audio market in 2023. Last year, Jabra Elite dominated the company's consumer business revenue by around 70%, a stronger contribution than ever before.

However, the company stated that the investment required to stay competitive in the premium consumer earbuds market, as well as the associated risks, are not justified in the long run.

Peter Karlstromer, CEO of GN Store Nord, mentioned, "The markets have changed over time, and it is today our assessment that we cannot generate a fair return on investment compared to the many other opportunities we have within our Hearing, Enterprise, and Gaming businesses."

Jabra Talk product line also sees similar discontinuation plans. According to GN, "The Talk product line follows a similar logic and is positioned in the declining mono Bluetooth market."

As such, Jabra Elite and Talk will gradually be phased out, with the company expecting the discontinuation to be completed by the end of 2024.

How does this impact existing consumers?

GN ensured that existing consumers would not be affected as the company would "continue to service and support customers for several years."

Meanwhile, new consumers will still be able to purchase Jabra Elite and Talk products as long as existing stock is available.

The final addition to the Elite lineup

Jabra Elite 10 Gen 2

On the same day of the announcement, GN also unveiled the launch of Jabra Elite 8 Active Gen 2 and Jabra Elite 10 Gen 2, which build upon the design and success of last year's Elite 8 Active and Elite 10 models, but now with added features and upgraded audio experience.

These two new models will be the farewell additions to the Elite lineup before its gradual wind down.