The Jabra Elite series has come to an end, with GN CEO Peter Karlstromer announcing the discontinuation of the wireless earbuds within the lineup in a press release. Peter says that the changing market dynamics and how challenging it has become to get a satisfactory return on investment are the reasons.

That means that the recently released second-gen Elite 8 Activeand Elite 10are the last wireless earbuds of the lineup. GN, Jabra's parent company, will reduce the inventory of the Elite series products by the end of this year. However, the company promises to offer support and customer service for "several years."

On that note, it's not just the Jabra Elite series that has come to an end. The company has also decided to wind down the Talk consumer products. With the discontinuation of these lineups, Jabra will shift the focus to other sectors of its business. That includes the "Hearing, Enterprise, and Gaming businesses."

Looking back, Jabra's Elite Bluetooth earbuds were known for delivering impressive audio quality and coming with high-end features. They were among the best performers in the market. But it's true that the market has become highly competitive recently, with many brands offering a better value with their affordable offerings (TRANYA Nova with AptX Adaptiveand LE Audio curr. $59.99 on Amazon).

Another thing to note is that Apple and Sony now have a very prominent position in the premium end of the wireless earbuds market. This has also likely made it difficult for Jabra to get a satisfactory return on investment.