Vlad Savov, Bloomberg:

Having once upended the market with its AirPods, Apple Inc. looks likely to again change the course of the $35 billion advanced headphones arena with its $549 AirPods Max and inflict pain on incumbents from Bose Corp. to Bang & Olufsen A/S.

And:

Between Apple’s new over-the-ear play at the high end and aggressively priced incursions from below, firms like Sennheiser are struggling to compete with the wireless expertise, app ecosystems and global reach of phone makers.

Apple is great at disruption. They’ve upended the mechanical watch, traditional camera, and now headphone marketplaces. Cars next?