Bragi confirms it’s pivoting out of the wireless earbuds business


Before the Apple AirPods, long before the Galaxy Buds or any of the others we reviewed, Bragi Dash were among the first truly wireless headphones, the first to cut the cable. But they were also incredibly ambitious, promising an intelligent hearing aid as something out of a science fiction movie, and that ambition has apparently taken its toll: the company is now abandoning the consumer hardware business, as previously reported Wareable .

In a new press release sent by email to The Verge today, Bragi oddly only spends a single line discussing the hardware company's exit: "In March 2019, Bragi sold the product business to a third party to focus on expanding its technology. "That's our only vision of the future of the existing Bragi Dash Pro wireless headphones, even though the company's customers have been pinging Twitter on corrections, some reimbursements and the availability of new products (the buds have been sold out) for a while.

Instead, the company's great press release is focused on convincing readers that Bragi could do it better as a software business, specifically a company that can provide artificial intelligence to other headphones and speaker manufacturers.

That end, Bragi says it is announcing a partnership with Asia Universal Technology (which is also a partner of a subsidiary of semiconductor company MediaTek, the press release says) to "scale Bragi software and artificial intelligence to millions of millions of people. headphones "and speakers in the coming years".

That is a high goal for a company that has been pursuing high goals with moderate success for the past four years, but it is true that Bragi has been telegraphing its desire to sell software instead of hardware for a while. I wish the team luck, but this may be the last we will hear about the Bragi brand; even if it is successful, it is rare to see the name of a startup in an intermediate piece of software that quietly feeds the devices of another company.

Bragi will not say who bought the product business, so it's still possible that we have something more to write about this topic, if that company reveals itself.

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