AirPods
Apple has long experience in developing products in the wireless audio space. The first earbuds were a part of the first iPod package that was announced on October 23, 2001. The press release briefly mentioned that “iPod’s earbud-style headphones are built with neodymium magnets for enhanced frequency response and high-fidelity sound”. In 2004 Apple introduced iPod In-Ear Headphones that with their rubberized earpieces were intended to be more comfortable and to offer superior sound. The next interesting development came with the iPhone launch in 2007. The iPhone Bluetooth Headset was well designed - simple, light but lacked features of comparably priced devices and failed to deliver “the full potential of the iPhone”. Probably the biggest issue was that the headset could not be used to listen to music (the “iPod” part of iPhone) or to live podcasts in the iPhone’s Internet browser. The Apple EarPods, introduced in 2012, were another AirPods predecessor, offering a wired solution with improved sound quality and comfort, which influenced the design and functionality of the AirPods themselves.
Along the way Apple kept investing in audio research and development which resulted few years later in numerous patents that laid the groundwork for their innovative wireless AirPods. Some notable patents include a noise canceling method, a solution that headphones could connect to iPhone both wirelessly and with a wire and a sensor in the headphones that could detect the current position of the headphones and then change the operating mode. Some patents are still waiting for the implementation day.
Apple’s acquisition strategy has also played a crucial role in the development of AirPods. One of the key acquisitions was Beats Electronics in 2014, which brought valuable audio technology and expertise to Apple. Most notably, Apple expected to acquire talented people behind Beats, music streaming service called Beats Music and the Beats headphones. In 2014, Beats Electronics generated over $1 billion in headphone sales, establishing itself as one of the top headphone manufacturers globally. Meanwhile, Apple was developing its own headphones, the AirPods that were to be launched two years later. Another significant acquisition was Passif Semiconductor, a company specializing in low-power wireless chips designed for small devices, which likely contributed to the development of the W1 chip used in the first-generation AirPods.
Before the official announcement of AirPods, there was significant speculation and anticipation in the media. It started with the patents related to the wireless earbuds. In 2015, a firm called Entertainment in Flight LLC, of Wilmington, Delaware, had filed for a trademark on the name AIRPODS. It was suspected that this firm was a shell owned by Apple, which used a similar tactics before the iPad launch. This early speculation set the stage for the excitement that followed the official announcement.
AirPods were first announced on September 7, 2016, alongside the iPhone 7 and became available for purchase on December 13, 2016. It was almost a tradition to hear that Apple reinvented the wireless headphone with AirPods that were marketed as “effortless wireless listening experience packed with high-quality audio & long battery life“.
Key features of AirPods:
Wireless connectivity - connects effortlessly to iPhone, Apple Watch, iPad, or Macs.
Background noise filtering - this feature reduces unwanted background noise.
Siri service - with a double tap to the AirPods one could select, control the music, change the volume, check battery life or perform any other Siri task.
Long battery life - offers up to five hours of listening time on a single charge, with additional charges from the case.
The AirPods wireless design opened for better engineering solutions. The new Apple W1 chip was primarily responsible for delivering high quality sound, great battery life and automatic connectivity setup. The built-in accelerometers and optical sensors were capable of detecting taps and pinches and placement within the ear, which enables automatic pausing of audio when AirPods are taken out of the ear.
The media published positive and… not so positive reviews. RollingStone came up with a short summary - “Apple AirPods Are Pretty F-king Cool”. Appleinsider was convinced that “Apple's new wireless AirPods elegantly perform in a way that promises to put a smile on your face”. The Verge thought that “they look... just like the old EarPods, with the wires cut off”. Ars Technica tried to stay positive by writing “AirPods are fine wireless headphones for a certain type of person. You need to like Apple’s EarPod design and be OK with the way they sound and fit in your ear”. Business Insider took a more practical perspective noting that “Apple's new AirPods are good, but get ready to make a lot of tradeoffs… there are limited physical controls on the AirPods, you have to use Siri for everything. Oh, and Siri needs an internet connection to work”. Time was less convinced about the sound quality: “Apple has created a pair of wireless headphones without significant compromises, provided you’re not obsessed with top-quality sound”. PCMag also found quality issues noting “while the AirPods don't feel like they're in beta, some simple improvements can greatly enhance the next iteration”. TechCrunch saw a big shift in the new AirPods design - “it’s going to take a big cultural adjustment here. Both to get used to seeing these cordless buds hanging out of people’s ears like a postmodern Ceti eel and for people to get comfortable talking out loud to Siri for their every desire”. Gardian took a strong perspective - “wireless Airpod headphones are like a tampon without a string”.
In addition to the mixed media reviews Apple’s AirPods had to face competition from other manufacturers that mostly targeted sports enthusiasts. For example, Samsung Gear IconX wireless headphones were praised for the fitness tracking functionality and the capacity to hold up to 1,000 songs. Bragi Dash pair was considered the most technically advanced since it contained a stand-alone media player with 4GB of storage, a fitness tracker, a heart-rate monitor and a step counter. Nevertheless, AirPods quickly became a commercial success. In 2017, Apple sold an estimated 16 million units, and this number more than doubled to 35 million units in 2018. Part of the sales success was driven by the battery replacement needs since AirPods batteries declined over time. By 2019, AirPods sales had reached 60 million units, contributing significantly to Apple’s revenue.
From their origins rooted in innovative patents and strategic acquisitions to their evolution through multiple generations, AirPods have become a defining product for Apple. Despite initial skepticism, they have achieved remarkable commercial success and continue to set standards for wireless earbuds in the market.