HP’s partnership with Beats came to an end following the Apple takeover

HP signs Bang & OIufsen deal after Apple Beats severance

HP has sided with Bang & Olufsen after its partnership with Beats came to an end following the Apple takeover.

HP’s original agreement, which kicked off in 2011, saw Beats Audio technology used in the computer company’s laptops.

However, Apple threw its weight around after buying Dr Dre’s company for $3 billion, only allowing HP to have the Beats branded speakers built into its devices until the end of 2014.

HP began using its own audio tech prior to the end of the agreement, but has now signed a deal with Bang & Olufsen, bringing its tech to PCs, tablets and accessories.

Ron Coughlin, SVP of personal systems at HP, said: “Audio plays an important role in the experience customers have on their PCs, tablets and accessories whether it’s watching a movie, listening to music or Skyping with friends and family.

"With their passion and expertise, we are thrilled to work with Bang & Olufsen to create exceptional sound experiences for customers."

The two companies will work together to custom tune each notebook, desktop, tablet and accessory.

The new audio tech brand will appear on HP’s Spectre, OMEN, ENVY and select commercial PCs, and the B&O Play brand will be built into the companies Pavilion PC, tablets and PC audio accessories.

Tue Mantoni, CEO of Bang & Olufsen, concluded: "Bang & Olufsen and B&O PLAY have a long heritage in delivering great music and audio experiences for people no matter where they decide to enjoy their media,

"We are excited to collaborate with HP to bring our iconic sound to HP PCs.”

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