I wear studio quality headphones that retailed at a big price. I can’t imagine what Apple was thinking when they decided to compete here, though. It’s like they said “hey, let’s make high-end audio based on our brand, but charge twice as much as the expensive Sony or Bose set.” I know very few people who are interested in paying $550 for a set of headphones, and they aren’t looking for bluetooth headphones either. The cord, in inimitable Apple style, costs another $35, should you desire.

Apple’s new $549 over-hear AirPods Max headphones cost a premium over the competition from Bose and Sony. With a digital crown for controls, magnetically removable earcups, and a design that may end up being polarizing, even this first look has a lot to tell us.