"We don't make products because we can. We want to make products because we want to address a certain need from consumers" – JBL on lifestyle trends, target audience and the wish to dominate the headphones market

JBL Live 780NC headphones in orange finish.

It may seem like JBL unleashes a never-ending stream of products every year, and this is partly true.

Just this year, the American brand – which is also celebrating its 80th anniversary this year – has launched the Xtreme 5 and the Go 5 Bluetooth speakers, along with a new Live 4 wireless earbuds range, and the over-ear 780NC and on-ear 680NC noise-cancelling headphones – all in a variety of snazzy new colours.