Apple has removed all Bose audio products from its online retail channels ahead of its rumored move to ditch the renowned sound systems from its stores.
Apple, the renowned tech company, has made a choice and it hurts the long-term retail partnership with Bose. The Cupertino tech giant has clearly removed Bose from its online stores after a search for Bose sound systems throw up no results. First spotted by 9to5Mac, the move was expected to happen sooner than later. And if Apple has shut doors for Bose systems on its online stores, it won't be too far before the Bose inventory from Apple retail outlets are scrubbed.
Apple's decision to remove Bose headphones and speakers from its Apple Store locations was originally reported last week. The reasoning for such a move was suspected to be the ongoing patent feud between Bose and Beats Electronics, which was acquired by Apple in a deal worth $3 billion. So if Bose is attacking Beats with its patent lawsuit, it will have to face Apple and bear the consequences. The tech giant intends to use its own Beats products for its elite range of computers, laptops and smartphones.
In a similar move, Apple is reportedly planning to eliminate FitBit products from its stores. It appears that FitBit's resistance to support HealthKit allegedly upset Apple. Even so, Apple is known to block competing products when it has a similar range of products. In this case, Apple Watch, the first wearable accessory by the Cupertino tech giant, can be the reason why it will stop selling the FitBit tracking devices from its stores.
Bose and Beats have reportedly settled their disputes out of court and the case has been dismissed. But the rivalry continues between the two companies. However, Apple's decision to remove Bose products from its online stores seems to be more than just competition. The tech giant still sells products from third party headphone brands including Bowers & Wilkins, Urbanears, RHA, Sennheiser, and more.
Bose is also using its partnership with the National Football League to prevent NBA players from wearing Beats headphones during the game days and practice. The league fined San Francisco 49ers quarterback Colin Kaepernick $10,000 for wearing Beats headphones during a press conference last week.
The removal of Bose products was sudden and it isn't clear when the company plans to do the same across its retail outlets.
