Shure Incorporated today announced that the company's much-anticipated E4c sound isolating earphones have begun shipping. Initially previewed at this year's Consumer Electronics Show, where they were a 2005 Innovation Award honoree, the latest addition to the company's acclaimed line of premium consumer audio accessories combine the studio quality sound that listeners have come to expect from the E Series with a sleek, lightweight design to complement today's popular listening devices.

Adhering to the same quality standards that drove the success of its award-winning line, the E4c earphones further optimise the listening experience by utilising Shure's new High-Definition driver with Tuned-Port technology to significantly enhance bass response. The E4c's comfortable sound isolating sleeves contour to the inner-ear, naturally sealing out more background noise than noise-cancelling alternatives, and the small, portable, attractive design position them as a must-have accessory for today's consumers.

As sales of MP3 players surpass the $1 billion mark and impact all demographics, from audiophiles to mainstream listeners, more consumers are seeking accessory upgrades to enhance their audio experience. To answer these desires, Shure established its Personal Audio Business Unit one year ago to focus on developing professional-grade personal technology audio products like the E Series for discriminating consumers.

"For the past 80 years, Shure has been serving a highly demanding professional audience and has been a primary driver of innovation in the field of audio technology. Today's consumers, however, are much more savvy and discerning, which makes Shure's focus on a consumer audience a natural fit in today's market," said Mark Karnes, General Manager, Personal Audio Business Unit at Shure, Inc. "The E4c earphones are a great example of how Shure is setting the quality, performance, and design standards that consumers are now actively pursuing."

Weighing just over an ounce, the E4c makes the perfect accessory for music lovers who are serious about sound quality and detail. Designed to mirror the iconic design of the iPod, the Shure E4c earphone also complements popular devices such as Sony's NW-HD3 Network Walkman, Toshiba's Gigabeat MEG F20, Delphi (XM) and XACT (Sirius) portable satellite radio players, as well as a host of multimedia laptops and portable DVD players. The new E4c earphones feature:

· Studio Quality Sound: The E4c incorporates the same precision components originally developed for professional musicians to monitor their stage performances.

· High-Definition drivers with Tuned-Port technology: The Tuned-Port technology of the E4c significantly improves bass response allowing for an ultra-wide frequency soundstage with brilliant highs and extended bass.

· Personal Fit Kit: The E4c earphones include a pair of disposable foam sleeves and triple-flange sleeves, three sizes of flex sleeves, and three sizes of ultra-soft flex sleeves to ensure a personalised, comfortable fit and maximum sound isolation.

About the Shure E Series
The E4c sound isolating earphones join three other options in the distinguished Shure line, helping to guarantee that Shure has the perfect match for a wide range of audio needs and preferences. At £77, the Shure E2c's are a consumer's first introduction to premium audio and an ideal choice for upgrading bundled earphones. Both the £175 Shure E3c and the new £245 USD E4c are ideal for consumers looking to match the look and feel of the iPod or other portable media players, the latter offering even more detail across frequency ranges. Lastly, the Shure E5c sound isolating earphones, the professional musician's earphone of choice, is priced at £499 and delivers an audiophile's utopia with its dual Live Performance drivers and inline crossover for faithful reproduction of precision highs, natural mids and full-bodied bass.

Availability
The E4c sound isolating earphones come with a two-year warranty, and can be purchased in the UK via Authorised Resellers as detailed on the Shure Distribution UK Web site, www.shuredistribution.co.uk.