2023-05-05 20:05:01
To brand of keyboards Bridge — which produced accessories for iPads, Macs and other devices — had its brand and intellectual properties acquired due to non-payment of obligations (debts) and is closing the doors.
For more than ten years, the company launched keyboards that made iPads look like MacBooks, having even created a model with a kind of trackpad even before Apple released the Magic Keyboard and released native support for trackpads with iPadOS 13.4.
It was with the release of Apple’s trackpad keyboard that things started to get tougher for Brydge. Its main differentiator — bringing the MacBook format to the iPad — had not only gained direct competition from Apple, whose keyboards did not even have the brand’s problems, but also from Logitech, which had gained access to Apple’s software through a partnership.
According to 9to5Mac, however, after the frustration of being passed over from the same treatment given to Logitech, Brydge ended up being contacted by Apple in mid-2020 and received access to firmware to better develop its keyboard trackpad. However, the relationship was not so simple, since the Cupertino giant did not give access to everything that the accessories brand needed.
Amidst the contentious development process, the Pro+ keyboard model — whose trackpad had several optimization issues — continued to be sold. Brygde also began to face financial difficulties, operating with a tight cash flow, although it was not transparent about this. In 2021, a new model of the accessory was finally released.
However, the problems that plagued the brand of keyboards did not stop there and were just combined with others. The company had two CEOsChief executive officersor executive directors.”>1 with quite different personalities, which bothered the employees, in addition to having increased hiring and spending a few months without a financial director, which only made the cash situation worse.
Some former employees of the company also told the 9to5Mac that the owners’ objective was, from the beginning, that Brydge would be acquired by another larger company. This even almost happened: last year, the keyboard maker was almost acquired by Razer and for Targus, although the agreements have not been closed. One of the reasons for this was the high turnover of employees — who, in turn, began to believe less and less in the company’s future.
Finally, Brydge’s balance of payments became less and less sustainable, especially after a partnership with influencers, so that the company ended up closing its doors, owing wages and product deliveries in the process. In a statement, the company said that the closure is due to difficulties arising from the pandemic and that it hopes that the new owner of the brand “continues with the legacy of innovation” built by it.
Former employees, however, contested this justification, noting that the CEOs’ mismanagement and their inability to pull the company out of the financial crisis were an important part of the closure process. Several situations recounted by them demonstrate how Brydge’s ability to meet its obligations deteriorated to the point that its intellectual properties and brand — basically what was left — had to be sold to settle debts.
Too many accessory brand orphans out there?
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