Teenage Engineering, the Swedish company known for its innovative music gear and striking designs, is reportedly set to cease production of synthesizers. CEO Jesper Kouthoofd announced this decision as part of a reorganization, marking the end of the iconic OP-1, which has been a cornerstone of the company’s success since 2011.

"Everyone was like, ‘What are you talking about?’ But I’ve come to the conclusion that, for us, the products aren’t the business,” Kouthoofd explained. “We can be so much more than that.”

While Teenage Engineering is also a sought-after design firm, with recent collaborations including IKEA and Playdate, the company’s core products—such as the OP-1, OP-XY, and TP-7—are all audio-focused. This move leaves fans and creatives questioning whether Teenage Engineering’s design prowess will be enough to sustain its reputation.

The decision to discontinue synthesizers may seem surprising, given the company’s history and the OP-1’s status as a cult classic. But Kouthoofd’s statement hints at a broader strategic shift, suggesting that the company aims to explore new ventures beyond its established products.