Thorsten Loesch
Member of the Trade: Studio RaumklanG, Studio Cocktail
Company culture like that on releasing products with an external design and marketing that touted "improvements" and "latest flagship product" but internally barely changed make it sounds like the practice of selling snake oil in Audio can happen to other product categories as well...![]()
Well it's hardly limited to iFi, I mean Apple made a thriving business on this model and many others before. So I would not blame iFi's management for trying to emulate this business model.
Over the time since ifi started a lot of goodwill accumulated through hard work, good interactions with customers, good support and also some products that were not totally terrible and relatively fairly priced. All of this is hard work and profits are modest. Still, it gave ifi a solid foundation with seven figure turnover and gross margins ~ 30%.
My view was that this foundation should be maintained, products should see improvements while keeping the "sound fundamentals" (pun intended) intact and the focus should be on products where iFi's approach could add value and to keep clear and limited product lines with a focus on quality and to improve marketing of such products.
Alas, my view was in the minority. So ifi took a different route.
@Thorsten Loesch very interesting insight in the company, I had a similar suspicion of lazy product development and greed taking over at IFI - when they released the iPhono Black label at double the cost of the iPhono 2, with what seemed to me very very similar design (but some improvements).
The iPhono Black label uses the exact same circuit design and PCB as the iPhono 3 / iPhono Black Label.
Similar to the iDSD Black Label, both active and passive parts are uprated, new quieter (Zetex vs On-Semi) transistors for the MC Pre-Pre lowered noise, as did the uprated Op-Amp.
The original iPhono was designed for 300 USD Price point, the iPhono 2 was a significant upgrade for 100 Bux more and was fair. The parts upgrade that made the iP 2 into the iP3 was worth an extra 100 Bux on top, like was done for the iDSD BL vs original.
When I saw the Red label and Signature releases it was like a smack in the face - not only did they cut a bunch of features out, they priced them much higher for what seemed like bit of a rehash of the old micro black.
The "red label" and "signature" really do not, in my personal view justify a price premium over the BL.
I notice that even iFi seems to feel that the "red label" is overpriced and try to soften the impact and possible criticism by including lots of accessories (perhaps overstock that did not sell so well?).
Honestly, the way this worked overall left me bewildered and literally gobsmacked.
The forward looking product for me is the Gryphon from iFi - it offered something new that they haven't done before; a proper portable swiss army knife with tech from the xdsd with line ins/out/bluetooth/you name it and a good sound quality (similar to their xdsd, but still I thought a little better sounding).
The Gryphon is to the best I can tell literally a copy-paste merge of the xCAN and xDSD minus the headphone Amp on the xDSD. I know the chinese employee who did this work. Sadly, the "Gryphon" as a result misses out on a fair few opportunities.
It is what ifi did with my "leftovers", not the product I had intended.
The Gryphon as nice as it is, for the price, has quite terrible noise/hiss when the volume goes up, much more so than 80% of my other similar devices - but at least it offers a tonne of features, a nice sound sig, is portable, looks sleek and modern with nice display, has volume that works with no imbalance like resistor ladder (from xdsd).
Yes. It was not really designed as an optimised single system, instead it is concatenating two different devices into one box without actually any optimisation.
It could have been designed correctly to have noise in the region 2uV (-114dBV) unbalanced for the HP Amp, low gain, -6dB Volume, using exactly the same parts and structure, just optimised. With the DAC SNR 114dB this would have matched the noise. To give an idea, it means that with a volume setting on Campfire Andromeda that would produce 130dB SPL peaks (which is extremely loud) would have had an absolute noisefloor of 16dB(A).
What is more, I had in mind an "iEMatch" derivative that would have been kept inside the negative feedback loop (so it only reduces noise, no effect on output impedance) that would be switched in automagically at low volume settings and would bring much improved IEM compatibility without the need for user interaction.
Thus with a -12dB volume setting (0.5V @ 0dBFS SE) the noise would have been dropped another 12dB, to 0.5uV (-126dBV).
Plus I had intended to design in parallel a functionally parallel device based on the Audio circuitry of the micro's, so parallel software etc. could have been used, maximising development efficiency (two for the price of one, kind of). Again, this was not greenlighted before I left.
And while there were some links to iFi as I did a few small jobs on contract (like tuning for Zen Signature) they failed to offer me anything approaching market rate to do the job as external consultant, at a time when others were willing a to pay a premium, to help them replace unavailable special function single vendor Chips that got hit by Chipageddon with generica, so I did not take the job.
They completely dropped the ball with their Micro series, instead of properly revising them (xdsd volume control), they tweaked things a bit and slapped on different paints.
The rest launched so far, minus Uno and the two "Stream" are still products in early prototyping stage when I left or directly based on previous designs with minimal changes. Even the latest, greatest "Phantom" Roll Royce of all Headphone Amplifiers appear to be a copy/paste merge of the Pro iCAN and the Pro iESL, with a simple rotary switch to set the adjustable bias replaced by "SD Cards" and computer control.
Thor