Cooler Master have decided to discontinue the Choiix brand of mobile peripherals. Whilst they haven't cited a reason a desire to raise the profile of these products, at a time when mobile computing platforms are expected to go from strength to strength, must have been a factor. It's a shame that Choiix wasn't able to carve out a strong enough identity of its own to continue on without needing to be brought back into the fold, but sometimes that's just the way things shake out when you're in a relatively narrow product space and there are dozens of competing brands.

Thankfully CM don't appear to be discontinuing the products themselves. Recently released Choiix products will be rebranded Cooler Master, and CM will release new products starting next month with the Wake up Folio and Wave Stand.