In November 2024, Bang & Olufsen rolled out their latest luxury audio product, the Beoplay Eleven earbuds, priced at a steep $499. Marketed with much fanfare as being both sustainable and compliant with incoming EU regulations on repairability, these earbuds boasted replaceable batteries, a feature that was supposed to set them apart in an industry often criticized for its throwaway culture. However, the reality of this claim has been put to the test with a recent teardown by iFixit, revealing a stark contrast between the marketing and the actual repairability of the device.

According to the in-depth analysis by iFixit, the process of accessing the battery of the Beoplay Eleven is far from user-friendly. Described as “a very onerous and labor-intensive task,” even for trained technicians, the teardown video shows that the case requires significant effort to open, involving heat and what appears to be a considerable amount of force. Once inside, the battery is not just tucked away; it’s practically glued or welded to other components, necessitating the use of heat for removal, which ironically goes against the spirit of the EU’s forthcoming sustainability laws.

This complex setup resulted in the earbuds receiving a dismal 1/10 score on iFixit’s repairability scale. The score reflects not just the difficulty of accessing the battery but the overall design philosophy that seems to prioritize aesthetics and perhaps brand prestige over ease of repair. Bang & Olufsen’s claim of the earbuds allowing “battery replacement by service” seems more like a nod to technical compliance than a genuine commitment to repairability.

Shahram Mokhtari, who conducted the teardown for iFixit, expressed his skepticism about the actual process at Bang & Olufsen service centers. In his blog post accompanying the video, he questions the sustainability of such repairs, suggesting that any battery replacement would likely involve disposing of the entire plastic housing, thereby contributing to waste rather than reducing it.

Moreover, the teardown revealed another surprising twist: the internals of the Beoplay Eleven are virtually identical to those of the Beoplay EX from 2022. Mokhtari pointed out, “Even the peel-away film on the rear of each earbud says ‘Beoplay EX’ — not ‘Beoplay Eleven.’” This revelation raises questions about the innovation or even necessity of the new model, especially at its premium price point.

The backlash from this teardown has sparked discussions around the ethics of marketing in the tech world, particularly about how brands like Bang & Olufsen, known for their luxury and design, navigate the increasingly important conversation around sustainability and repairability. The EU’s push for more sustainable electronics could force companies to truly rethink their designs or face criticism for greenwashing, where sustainability claims are more about image than actual environmental impact.

For consumers, this teardown serves as a stark reminder to look beyond the sheen of marketing materials. The Beoplay Eleven, while undoubtedly offering a premium listening experience with features like advanced noise cancellation and a luxurious build, might not be the beacon of sustainability it was advertised to be. This scenario underscores the growing consumer demand for transparency and functionality in product design, especially in an era where the environmental impact of electronics is under greater scrutiny than ever.