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High-end audio company Devialet has pulled its products from Apple Stores after becoming “disappointed” by the retail partnership.

Devialet chief executive Franck Lebouchard said that the company would begin selling its speakers in Microsoft’s stores in the US, meaning it has ditched Apple’s stores for one of the business’ biggest rivals.

The French company is best-known for its line of “Phantom” high-end speakers, which have helped the business to attract investment from carmaker Renault, rapper Jay Z and Android creator Andy Rubin’s venture capital fund.

Since 2015, the company has sold its Phantom speakers through Apple’s physical and online stores.

The partnership with Apple formed after Devialet’s former chief executive was introduced to Apple boss Tim Cook by Marc Benioff, the co-founder of US technology giant Salesforce.

That deal has now ended, however. “The salespeople at Apple do not have a target to sell Phantom,” Mr Lebouchard said.

In February, Apple released its own home speaker, the HomePod.

“The second Apple launched HomePod and put it on the table right next to Phantom, we were all sort of disappointed,” Mr Lebouchard said.

Apple’s HomePod smart speaker sells for £319, which is far cheaper than Devialet’s high-end Phantom speaker which retails from £1,490.



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