we ALL know he's desperate to use os-x but apple won't let him

look at the catalogues - featuring apple macbook pros - too funny

it's really rather sad that bno have all these wonderful ideas for home integration technology and they're presented to the world via the utterly naff disaster that is windoze 

maybe they should follow sony's lead with the ps3 and adopt linux ?  it's not like it'd cost a fortune and at least they'd be in total control of things

This is an interesting article.  However Mr Sorensen may wish to stop mentioning how B&O beat Apple to the market with the click wheel but didn't get a patent.  Apple is increasingly moving away from the click wheel.  The higher end iPods that don't use the click wheel are the iPod touch or the iPhone.

He should have an Audi A8 or at least pretend to have one.  He should always be on message.  People do notice.

Is the software development team for Beosound 5 the same group that developed the Beo 5 software?

Perhaps B&O should outsource this kind of work, like they do for the telephones.

Alex,

It is not about the truth.  Its about marketing.  B&O products are in Audi cars not BMW.  Audi cars are on the B&O website.  Can you imagine Steve Jobs telling someone there are better products that should be considered other than Apple?

You are right.  I would expect a salesman to be more truthful if that's possible but I would always expect a CEO to be on message about marketing his company's products.

The bit about the car is silly and insignificant in the larger scheme of things.  However people notice these things possibly the CEO of VW/Audi. 

I like your comments.  They are positive and add a different perspective.

Separately, although I didn't read the article, based on going through the comments, I think that digital is the way to go.

I would like to see that B&O incorporates an SD slot in all of their equipment.  It makes it easy to transfer and take the data with you or make a copy, for those data that are legal to copy, i.e. for your own use.  I think we will continue to see the development of SD cards with higher and higher storage capabilities, so that one can literally have a whole collection of music albums on one SD card, or with an adapter, the Memory Stick.  The BeoSound 2, 3 and 4 are in keeping with the SD card standard feature, and I think it would be wise of B&O to continue to try and incorporate this feature in future hardware machines.  Flash memory is also very important and the wave of the future.

And I think the future is all about digital.  Any electronics company that pursues a future development path without that clearly in their sights would be negligent, to say the least.  So, I think B&O is right on track in this regard.

I also think voice control will be very important in the future.  The problem is that the software, the algorithms and the logic codes necessary for a reliable and graceful performance of any voice activated and controlled system is difficult and expensive.  However, I think that B&O would be wise to have a few dedicated software engineers and logic scientists on board, shut them away in a special laboratory section, and whose sole mandate would be to what I call Free Think about voice technology and logic.  And maybe, just maybe, something wonderful will arise in a few years from such "taking a chance" endeavor.  After all, B&O wouldn't be hurt by a small group of 'runaway' engineers/inventors who might come up with something exceptional.

In any case, digital has been and will continue to be very important, so I think B&O is wise to follow this course. 

i guess torben has excellent taste !

audi's as i've mentioned before are so boring and characterless that even volvo's are more interesting..i think it's a snub in audi's face that he drives a bmw - a very brilliant one at that!

boring audi's don't say anything about the owner except - i can't afford a mercedes or a bmw is too exciting for a pleb like me

bno belong in real cars - not wanabbees - how about lamborghini , porsche or bentley - that's where bno belong !

it's a well known fact that the audi a8 is a total disaster , outsold by the 7 series , the lexus even and the all conquering s-class , it has terrible resale value and they quite literally give them away to any 3rd rate celeb in a hopeless attempt at getting some publicity for the boring barge like thing

audi's may well be decent cars , but they utterly lack prestige or 'image'

and let's face it , that's wht bno are ALL about

you don't get a lot more prestigious and image conscious than bang & olufsen , not even apple can match them for that