Jabra surprisingly announced it will exit the market for true wireless earbuds for consumers at the same time it unveiled two new premium models.

Jabra has been a mainstay in the true wireless earbuds category since 2018, but it won’t be any longer. Shortly after revealing two new products in its Elite lineup this week, parent company GN announced that it was shutting down its consumer earbud business to focus on other audio devices.

Jabra has updated its Elite 8 Active and Elite 10 earbuds with new features, better performance, new colors, and higher prices.