Apple recently introduced the AirPods Max, and they look disappointingly great. When the Cupertino giant launches new products, expectations are usually sky-high, as people expect them to challenge the status quo. While the company's first attempt at high-end, over-ear headphones will likely get praised in reviews, this new device represents another perfect example of a larger Apple pattern.
Apple has a long history of releasing disruptive products that either prominently stand out or outright reinvent a market. The original Macintosh, the iPod, the iPhone, and the iPad have all represented watershed moments in the consumer tech landscape. In fact, that's the whole idea behind the company's famous "Think Different" philosophy. However, save for a few devices — namely the Apple Watch and the iPad Pro — these strokes of genius seem to have vanished from the Apple portfolio and the AirPods Max are just the latest example. Apple TV, the cheaper iPhone SE, the HomePod are all 'us as well' products that don't seem to really bring anything genuinely new or different to the market.
The AirPods Max certainly don't. They are rich in features — two H1 chips for fast, reliable, multi-device pairing, a smart adaptive EQ, transparency mode, spatial audio, Siri support, and of course noise-canceling microphones — but none of this is new. Many top-of-the-line headphones have comparable technologies, including Sony's excellent WH-1000XM4 and even Apple's own AirPods Pro. At $549, the AirPods Max are really demanding in terms of cost too, and arguably, there is very little that justifies the price tag. They are also part of a new category for Apple, considering the iPhone-maker has never launched anything like them outside of its Beats-branded models. This meant it was a perfect moment for the firm to unveil something that actually moves the category forward, making a case for the high price in the meantime.
Instead of game-changing, the new over-ear headphones fill a new market niche and ultimately benefit the company's bottom line by flowing into its ecosystem — AirPods Max work best with Apple's devices. In turn, Apple's customers might be more willing to shell out the extra cash to enjoy the few comfort benefits that a well-integrated product provides. That is precisely Apple's goal, however: Bringing in more customers and making sure that all of their digital needs are met.
This explains why devices like the HomePod (and even more so, the HomePod mini), Apple TV, most of the company's services and indeed, the AirPods Max, even exist. It doesn't matter that any one product shines, so long as new entries are harmoniously in sync with the orchestra. When a company becomes as big as Apple, it becomes harder to go out on a limb and create something wildly unconventional. The risk of alienating the customer base is too high, and so decisions need to be safe. This, unfortunately, tends to end in products that are predictable, uninspiring, and ultimately boring.
The reason why Apple manages to get away with this is twofold. Firstly, not every new gadget can (nor should) reinvent the wheel, and meeting customers in various market segments is both vital and absolutely normal for any business. Secondly, from a consumer point of view, even when the existence of an Apple device is harder to understand, the final result is still often great. Although they may lack imaginative innovation, the execution, combined with strong customer support, remains excellent. Customers are regularly satisfied with their purchases as they meet their needs and "just work." The features they could have are only really absent in the enthusiasts' eyes. Apple has changed a lot from ten — or even five — years ago, and the "Think Different" slogan simply may not apply to it anymore. It's just a shame that what consumers get in return are not evocative, exciting products, but only Apple devices that are boringly polished to perfection.
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