HTC calls in Dr. Dre to help Beats the competition
You didn't forget about Dre did you? HTC certainly hopes not as it has announced that it is hooking up with Dr. Dre and his Beats branding to launch a line of handsets containing the audio tech.
And the Taiwanese phone giant has also invested into Beats too, with reports suggesting an injection of $300 million for a majority stake in the digital sound company.
The two brands are already working on some handsets and have announced that "HTC devices integrated with Beats sound innovations" will be available "this fall". That's American for the autumn. Word.
"Beats has found a unique way to harness popular culture in a manner that is unlike any other brand today," said Peter Chou, CEO of HTC.
"It's an exciting brand that has been built around providing something very special, and we believe our strategic partnership will provide customers with unbeatable sound on HTC phones. We obsess over every detail of a consumer's mobile experience, and audio is a critical part of that experience."
This isn't the first time that Beats has teamed up with an electronics manufacturer. It also has a partnership with HP whereby we've seen the brand being slapped on HP's "yoof"-aimed laptops.
We'd expect the HTC deal to go down a similar path - with social networking and media heavy handsets aimed at the younger market. You know, those peeps who would have still been in nappies when Dre himself was still making his own albums.
But with HTC now holding what is reported to be a majority share, don't be surprised to see this partnership spin off in new directions. A Beats tablet perhaps...