Jowi Morales Social Links Navigation Contributing Writer Jowi Morales is a tech enthusiast with years of experience working in the industry. He’s been writing with several tech publications since 2021, where he’s been interested in tech hardware and consumer electronics.
hotaru251 honestly deserved. if you fail to advance and improve your offerings because you gatekept as thing for many yrs and then others come and outdo you that is a higher up failure and 100% deserved. Reply
bit_user The article said: As part of the company’s cost-cutting measures, it has also ended switch production at its headquarters in Auerbach. I had no idea! I always assumed it was Taiwanese or mainland China. Never influenced my purchasing decisions, either way, but I guess it would've been nice to know. Meanwhile, I recently learned that Noctua was partnered with a Taiwanese company that mainly focuses on the production side of things, since its very inception! I had sort of assumed they at least started out doing manufacturing in Austria, but no. Reply
thestryker hotaru251 said: honestly deserved. if you fail to advance and improve your offerings because you gatekept as thing for many yrs and then others come and outdo you that is a higher up failure and 100% deserved. If it was that simple then yes absolutely. They did lose a chunk of switch revenue, but that is mostly volume companies (think Corsair/Razer) going with cheaper alternatives that are good enough rather than being better. I think most of the issue has been the other divisions underperforming and the switch side not being profitable enough to make up for it anymore. This situation is definitely not like Asetek which aggressively defended their patent and didn't bother to try to diversify. Reply
JoeyCups They've been in such a weird place for a long time. Keyboard enthusiasts joke about cherry switches and it's super rare to see someone spending so much time on a build and going with cherry switches, with some usually vintage exceptions. (Yeah they're not that bad and it's snobbish but that's how it's been) Their only market was the… More casual or "gamer" groups because those pre-builts usually used cherry switches. They even had a positive reputation in those groups, 90% of the time when I talked to someone who's not a nerd about it but just casually wants a "nice keyboard" they thought they were the gold standard. But most of those manufacturers are going with either their own switches with newer tech better suited than mechanical for games or if you're just getting some cheap Chinese thing, they're going for even cheaper switches. Reply
fiyz thestryker said: If it was that simple then yes absolutely. They did lose a chunk of switch revenue, but that is mostly volume companies (think Corsair/Razer) going with cheaper alternatives that are good enough rather than being better. I think most of the issue has been the other divisions underperforming and the switch side not being profitable enough to make up for it anymore. This situation is definitely not like Asetek which aggressively defended their patent and didn't bother to try to diversify. Because consumers demanded entire peripherals from Cherry? You can sit there and defend the people running the show, but this is a clear sign of mismanagement from those making executive decisions. Reply
thestryker fiyz said: Because consumers demanded entire peripherals from Cherry? Did I say that? No I didn't. fiyz said: You can sit there and defend the people running the show, but this is a clear sign of mismanagement from those making executive decisions. I didn't defend them which leads me to believe what was typed went right over your head. They absolutely failed or else they wouldn't be in this situation, but it wasn't due to complacency which is what the person I was responding to had said. Reply
Key considerations
- Investor positioning can change fast
- Volatility remains possible near catalysts
- Macro rates and liquidity can dominate flows
Reference reading
- https://www.tomshardware.com/peripherals/keyboards/SPONSORED_LINK_URL
- https://www.tomshardware.com/peripherals/keyboards/iconic-mechanical-keyboard-switch-maker-cherry-is-in-deep-financial-trouble-the-company-is-considering-selling-its-peripherals-division-to-stay-afloat#main
- https://www.tomshardware.com
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