Nobody. They stepped out of their market.
They are a fashion accessory, akin to the ipod earbuds, but more emo, I guess. The thing is, in my experience, A: skullcandy appeals to women more than men. B: The people that want to have skulls on their ears to accent the dark eyeshadow and lolita/harajuku dress wear, they listen to songs, listen to words, it is a social culture of music as more of a message they wish to project, rather than, obsessing about where the bass player is with respect to the drummer, or how the violin section is over *there* and the wind section is over *here*. I was at a hipster store and a popular item was a mono speaker designed to look like a mini Fender amp. The idea was that it took batteries and could play music from an ipod or something so everyone could enjoy. Except it was mono, and the speaker itself was very low grade. None of this detracted from the enjoyment of the music by the people that I have seen pick up a set of SKs.
On the flip side, they see my desire for fidelity pointless. I spent a lot on my nearfield system, and now I am working on a headphone system. I have put labor and money into all of it, and the reason why is lost on the people picking up the Skulls "because they look cool". I rather look like a dork with odd shaped phones on, including even the PortaPro in public, as well as the XB700 by Sony. I still make mix TAPES because I want to capture the sound of my non-os tubed DAC, monarchy DIP, and bit perfect s/pdif out. You cannot do that on an mp3 player, as the file takes the signature of whatever player you use.
WE would not buy skullcandy Audiophile editions, except maybe the IEMs if they are el-cheapo, for gifts or just rough use.
Bose has a target too, but it is not a young target. Bose doe well in marketing to the boomers these all-in-one systems, and in their minds, it is a good deal, because they remember their marantz, Sansui, or Pioneer systems and how much space they took up, so the tiny cubes are a wife's friend. Not many young people care about Bose. Most don't know much about them, and they don't really have opinions. Stamp skulls on them and put them in Hot Topic and suddenly they are cool, a fashion accessory that happens to also play music.
SK will not be able to get out of that market and into ours. It won't happen. When people grow out of their SKs they turn to the same places we do, or they just dismiss music and go about their lives. Not everyone has a passion for music. As I said, Skullcandy headphones are directly pointed at the alternitive youth, and with great success. I never though "hello kitty" would ever be cared about. I was a kid and I thought it was a silly thing. I was listening to Yes albums on vinyl on my vintage Pioneer system.
I think an audiophile, if itis full range or headphone, we are people that are passionate about music in a way that is far beyond the typical person. If Skullcandy can get people to listen, and socially trade, thus expanding their tastes, then we should welcome anyone here that wishes to upgrade. To be honest, a lot of people that like little skulls everywhere, they love music, and are ripe to enter into this world, for in a way, we are all outcasts of sort. That is what SK appeals to, and that is why I do not mind them existing.
Bose delivers false promises, they take advantage of the ignorant, and they do nothing to try to educate them. They will return to the store years later and get more Bose, while, yet again, the HTIB sitting next to the Bose kiosk sounds far better for far less cash. But it isn't Bose! Skullcandy is entering Bose territory if they claim to have this audiophile line, however, the word audiophile has lost alot of meaning. M-Audio uses it, and they are some of the worst recording hardware around. By nature, it is subjective.
If the manufacturer must tell you it is for audiophiles, then I would steer clear. IT only becomes something of the audiophile community when we, and others like us, ralley around it, spreading the word. Wilson Audio does not need to tell people they make audiophile speakers. PSB does not need to tell people they make some of the best value oriented audiophile speakers. We do it. Sennheiser doesn't have to run an add in the paper or on TV to let people know their HD600 is a legendary headphone and their HD800 is on the cutting edge of a dynamic 'phone. We do that. If it is bad, we say it. We have said many times before the shortcomings of Bose and SK. In our community it is no secret.
The truth of the matter is that Skullcandy gets more people here into a world of true hifi than Bose ever will. I had to spend an hour talking to a friend to convince him that Sony produced abetter noise cancelling 'phone than Bose. (it was even less expensive)
When he listened to them, his love for Bose quickly faded along with the noise of the airplane. Now he owns two pair, plus he knows about Sennheiser, Ultrasone, some of the better Sonys, Grados, and so forth. We do not have to talk to people for hours to ge them to leave team Skullcandy once they have heard their first real hifi headphone.
Bose is somewhat like a diamond. Artificially inflated, and marketed in a way where the goal is to make you brand loyal (Apple Computer anyone? They are worse than Bose sometimes). If Bose spend less on TV ads and more on R&D, they could easily make a good product, but they sell perception, not product. At least Skullcandy knows what it is to some degree. This Audiophile thing, I hope it does not last. They have their niche, and they ren't going to win us over, and their niche cares little.