Apple’s 2024 product announcements have been extensive. This year features flagship iPads equipped with a groundbreaking desktop processor, a more varied AirPods lineup, and a revamped Mac Mini—all elements that promise to excite users.
However, one area of disappointment has been the high-end Max headphones. Rather than a significant refresh expected for this eagerly awaited model, users received merely a new color scheme and the addition of a USB-C port. It seems that a substantial update is still quite a ways off.
According to Bloomberg’s Mark Gurman in his latest PowerOn newsletter, Apple currently does not plan to roll out a third-generation AirPods Max. This hesitance appears to stem from their lukewarm market performance compared to other popular items in Apple’s catalog.
As reported, “The headphones aren’t selling well enough to warrant significant investment in their development, but they’re not failing so badly that they can be completely discarded.”
Apple tends not to disclose precise sales figures for its products, making it difficult to evaluate how the headphones compare to other devices and competitors. Yet, it’s clear that the over-ear headphones haven’t enjoyed the same massive success as the AirPods true wireless earbuds.
Despite receiving accolades for their impressive sound quality and noise-cancellation features, a price tag of $549 has proven to be a significant barrier to widespread appeal.
The situation is further complicated by rivals like Sony and Bose, which deliver exceptional audio experiences at a more approachable price point than Apple’s offering.
Moreover, when it comes to features and ecosystem compatibility, Sony’s WH-1000XM5 outshines the AirPods Max even though it is cheaper.
Analysts indicate that the market performance of Apple headphones has been disappointing. TFI Securities analyst Ming-Chi Kuo suggested that the AirPods Max would likely sell fewer than a million units in their initial launch year.
Additionally, a report from DigiTimes, citing sources within the supply chain, described the AirPods Max as “too niche” to drive significant sales growth for Apple. With the 2024 update seemingly lacking any game-changing features, it’s unlikely to boost sales dramatically unless it comes with a more attractive price point for potential buyers.
Bloomberg’s report emphasizes that Apple plans to maintain the AirPods Max in their current form for at least the “foreseeable future.” While there’s no confirmation on when an upgraded model might be released, given Apple’s typical product update timeline, it may be another year or two before a new version is introduced.
Furthermore, due to the pricing strategy Apple has established, the company will likely aim to deliver aligned enhancements, a process that will take time and considerable development effort.
