Microsoft has announced that it has cancelled production of its Zune portable media player.
The news confirms reports from earlier this year, which claimed the platform holder would discontinue Zune hardware in the face of “tepid demand”. The last Zune player released was 2009's Zune HD.
In a statement, Microsoft stressed that the move will not affect current Zune owners as the portable entertainment brand will live on across various Microsoft platforms.
“Going forward, Windows Phone will be the focus of our mobile music and video strategy, and that we will no longer be producing Zune players.
“So what does this mean for our current Zune users? Absolutely nothing. Your device will continue to work with Zune services just as it does today. And we will continue to honor the warranties of all devices for both current owners and those who buy our very last devices. Customer service has been, and will remain a top priority for us.”
Launched in 2006, Zune software lets users buy songs and movies, with unlimited streaming options for a monthly fee. It’s currently available through Xbox Live, among other platforms, having replaced Xbox 360’s Video Marketplace digital store.