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Gonna be interesting to see on how Apple would ramp up on its AI journey. If this is a hit, this will definitely take mkt share from Apple Airbuds.
It's already such a packed field for audio (Apple, Samsung, Bose, Beats, and on and on), they're really going to have to nail this.

I don't think having just AI integration is going to differentiate their product enough. I'll be curious to see what they release.