Apple created an otherworldly, hypnotic advert about mendacity in your sofa with its new headphones
When Apple bought the Beats by Dre line of headphones for $ 3 billion in 2014, it was clear that it was more about the brand's ubiquity and style than hardware quality.
While most Apple products are seen as role models of product design (lack of connectors and annoying notches), Beats gear has often been criticized by audiophiles as style over substance – a reputation perhaps less deserved today, as Consumer Reports Beats headphones are considered to be of equal value places Sony products in a similar price range of $ 300.
Now Apple has released its first over-the-ear headphones under its own core brand, positioning them as an extension of its popular AirPods line of wireless earbuds. The AirPods Max was announced today at a high price of $ 549.
Apple is betting on this price because a true audio enthusiast and / or their die-hard fans are willing to pay for the headphone equivalent of an iPhone.
To reveal the product, the brand created a spot called Journey Into Sound, which turns the everyday activity of zoning on your couch into an interstellar yet internal experience.
The spot commendably avoids lingering in the technology in the headphones, which is characterized by 20 hours of wireless use and first-class noise cancellation. However, it does show the "transparency mode" which allows you to hear the real world around you before you wisely choose to mute it all again.
Apple's soundtrack for the spot is "Polarizer" by Cid Rim, the stage name of the Austrian-born drummer and producer Clemens Bacher.
The promotion was directed by the duo Vania and Muggia, which consisted of Vania Heymann and Gal Muggia. They also directed Apple's "Meet iPhone 12" launch point: