Hewlett Packard has finished its partnership with Apple and its iPod reselling agreement citing that “the iPod doesn't fit in with its digital entertainment strategy.”
The agreement, which had only been in place since January 2004 has always been on shaky ground with consumers failing to benefit from HP selling Apple's MP3 player.
HP has only captured about 5 per cent of total iPod sales on average per quarter.
The partnership got off to a slow start, as HP received new product some considerable time after Apple released it, failed to get the iPod mini players and was unable to customise the player as much as they wanted.
During the brief time, HP created a number of limited edition models including a green Shrek version for the cast of Shrek 2 as well as a Shark Tail inspired model for Jeffrey Katzenberg one of the owners of the film studio Dreamworks.