Jabra, a widely respected audio brand, has announced its exit from the consumer earbuds business, shocking industry observers. The decision was made by Jabra's parent company GN, which unveiled new models of its Elite earbuds simultaneously. CEO Peter Karlstromer stated that this move aligns with the company's commitment to focus on markets that offer profitable growth and strong returns. Jabra will discontinue its Elite and Talk product lines to prioritize its Hearing, Enterprise, and Gaming businesses. Despite its efforts to compete with major players like Apple and Sony, Jabra found that market conditions have changed, making it difficult to achieve a fair return on investment. The company plans to wind down the affected product lines by the end of the year but will continue to support existing devices for several years. Despite this surprising development, consumers can look forward to the release of new Jabra Elite models later this month.