The ingenious strategy behind AirPod

Suddenly, they were everywhere: AirPods. In just a few short years, they became a massive success for Apple, perhaps partly due to the influence of Karl Ess. The standard model currently retails for 179 euros, while the Pro version costs 279 euros. Whether these prices are justified remains a topic of controversy. Regardless, their.

sales figures double year after year, and you might even own a pair yourself. The cultural impact of AirPods continues to grow, establishing them as a status symbol. Yet, it all started with a failed idea and a few memes. How did AirPods become so successful, and what brilliant strategy lies behind their rise?

It all begins in 2007 when the iPhone Bluetooth headset is introduced, aiming to revolutionize wireless calling. However, for Apple, it turns out to be a flop, leading to the project's cancellation after just two years. For years, we're left with subpar, white, wired in-ear headphones.

In 2014, beats by Dr. Dre is one of the world's most valuable headphone brands, and Apple acquires the company for nearly three billion dollars, effectively eliminating its biggest competitor. In 2016, Apple reenters the wireless headphone market.

Initial reactions to AirPods were lukewarm, but their sales skyrocketed. Market analysts estimate that around 15 million AirPods were sold in the first year, and by 2020, that number had risen to over 100 million. If AirPods were their own company, they'd generate more revenue than Spotify, Twitter, and Snapchat combined. But why are they so successful?

The sound quality of the first generation was decent, and the second generation and Pro version improved upon it, though not remarkably. This has led to criticism of their pricing. However, it's likely that Apple's intention wasn't solely to win over customers with sound quality. Bluetooth in-ear headphones were not a new concept at the time.

To understand their success, we can dissect it into three aspects. First, let's revisit the 2016 Apple event. Just before introducing AirPods, Apple announced that the new iPhone 7 and all future models would no longer have the conventional headphone jack. Users were presented with two options: a cumbersome adapter or AirPods, solving a problem that Apple had seemingly created minutes earlier. Apple excels at experience marketing, selling products or services as experiences. This seamless integration with their ecosystem, making AirPods an easy and convenient addition, serves as a highlight in the user's experience.

The second aspect is the "Flex." AirPods are marketed not just as in-ear headphones but as smart, lifestyle products and fashion accessories of the future. Unlike MacBooks and iPhones, AirPods are always visible to the outside world. They make a statement, from footballers to actors and YouTubers. What started as AirPod memes evolved into AirPod flexing.

Additionally, various case designs contribute to the Flex. There are now three different AirPod models at different price points. While the standard AirPods at 179 euros may seem expensive, they are relatively affordable within Apple's product range, possibly serving as an entry point to the brand. With many other wireless in-ear headphones on the market, often lauded for their superior sound quality and reasonable prices, the AirPods still stand out.

In the end, AirPods, along with the Apple Watch, represent the second major expansion of the Apple universe, reshaping how we interact with and perceive our devices. They can now pause based on user activity, and in the future, music could adapt to our pulse rate measured by the Apple Watch. It's no surprise that Apple is likely developing Smart Glasses and investing heavily in Virtual and Augmented Reality. Perhaps the Apple glasses will be the next big Flex.