LG has announced that buyers of its forthcoming V20 modular smartphone will get B&O PLAY headphones bundled with their handset at no extra cost as it looks to take the fight to the iPhone 7 and Galaxy S8.
Combined with being one of the first non-Nexus devices to get Android Nougat, LG looks like it's seriously upping the smartphone stakes as it gets set to unveil its next flagship.
News of the latest development in the growing partnership between LG and B&O PLAY was announced by the two companies in a predictably glowing press release.
"The collaboration with LG provides a wonderful opportunity to showcase B&O PLAY’s expertise in terms of audio technology, design excellence and user-centred philosophy. With the new LG V series smartphone, users will experience a new premium sound experience that they have never heard before," said B&O PLAY president Henrik Taudorf Lorensen.
Juno Cho, president of LG Electronics and Mobile Communications, added: "I’m pleased about our close partnership with B&O PLAY which started earlier this year with Hi-Fi Plus with B&O PLAY and continues today with the V20."
The LG V20, of course, has been long rumoured to feature above-average audio – we already know it's going to be the first phone to pack a 32-bit Quad DAC chip, for example.
What remains to be seen is the quality of the B&O PLAY earbuds, which are apparently being developed specially for LG.
While B&O has a long lineage in high-end audio, its B&O PLAY sub-unit is a distinct entity from the original luxury Bang & Olufsen brand, focussing on (comparatively) more entry-level consumer products rather than pricey audiophile kit.
Whatever the case, the V20's B&O-made headphones can't really be any worse than the Happy Meal-quality buds that usually ship with smartphones, so we're definitely keen to watch this space.
The LG V20 is set to be unveiled at a special launch event on September 6, though whether or not it eventually makes its way to the UK remains to be seen.
Watch: What type of headphones should you buy?
Does the inclusion of B&O PLAY headphones tempt you towards the LG V2? Let us know in the comments below.