Now, the company is planning a push into the high end of the market. This will essentially raise concerns for brands like Bose, Sony and Apple's own Beats by Dre who now have a strong foothold in the premium market with their range of noise-canceling audio products.
Since introducing the Airpods past year, which have since become a resounding success with customers, Bloomberg reveals that Apple is looking to contribute to its budding audio repertoire. The product has gone through multiple revisions and will likely be redesigned again before launch or may even be scrapped altogether, according to people familiar with the matter.
An Apple spokesman declined to comment. Apple acquired Beats three years ago for $3.2 billion-no small sum, obviously. Speaking of, future revisions of Apple's wireless AirPods are expected to be water resistant and house a new wireless chip to enable Siri voice activation. That philosophy spilled into the audio space when Apple introduced its $159 AirPods, a set of Bluetooth earphones that Apple claims "will forever change the way you use headphones". But, like in previous years, Apple might miss the deadline.
The AirPods have been a success, and Apple now wants to capitalize on this hit to create an entire product line. Whatever the company is cooking up in the headphone space will likely have a premium look to it, especially with Apple targeting audiophile-grade performance.
Apple's headphone ambitions put it in a collision course with already-popular brands like Sony, Samsung, and Sony - and Apple's own Beats by Dre.