Definitely, Apple has a lot of worries… According to Ming-Chi Kuo, an analyst specializing in the mysteries of the Cupertino giant, the AirPods 3 would be worth it. Tim Cook’s teams have reportedly decided to cut AirPods 3 orders by more than 30% for the second and third quarters of this year.
According to Ming-Chi Kuo, the fault lies with a “poor product segmentation strategy” for the AirPods 3, which would experience much less demand than the AirPods 2, which are older and carry an aging and much copied design.
AirPods 3 orders for 2-3Q22 have been cut by 30%+. Due to the failed product segmentation strategy, demand for AirPods 3 is significantly weaker than for AirPods 2. AirPods Pro may get discontinued after Apple launches AirPods Pro 2 in 2H22 to avoid repeating the same mistake.
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) April 5, 2022
During our test of the AirPods 3, in October 2021, we pointed out this positioning problem. A double problem in our eyes. The first is obviously tariff. But as often – and particularly at Apple – the price can be justified by integration and functional excellence, which we will place to sum up under the single label “innovation”.
However, nothing in these third generation AirPods justified such an expensive positioning, and in the mid-range. As active noise canceling (ANC) becomes a mid-range standard, as passive noise canceling seeks to compensate for the lack of an active solution in many products, it was clear that these AirPods 3 only had increased battery life and a new, more compact design.
To some extent, the AirPods 3 suffer from the same ailment as the iPhone SE, which brings too little for too much.
Separately, the analyst brings news of the second generation AirPods Pro. This new iteration of the in-ear, noise-canceling headphones introduced in 2019 could go on sale in the second half of 2022, according to Ming-Chi Kuo.
Learning from the poor positioning of the AirPods 3, Apple would not keep the first generation AirPods Pro in the catalog. A decision that could be wise, if the American giant does not put enough innovation on the table to differentiate its two generations of products.
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In a wonderful world, if the new functions are there, the solution could be different. We could then envisage a range of AirPods really built from the top. AirPods Pro 2, with new health / fitness functions, better autonomy, and improved ANC, sold at 250 euros, or 29 euros less than the AirPods Pro currently.
AirPods Pro, precisely, maintained in the mid-range, at a much more affordable price, at around 180 euros. And, finally, AirPods 3, at around 120 euros, at the entry level, and finally at a price that corresponds to what they offer.
However, these price reductions seem unlikely as they go against the current trend, driven by the shortage of components. Nevertheless, one can always dream. Another solution is also possible. If the AirPods Pro 2 aren’t bringing enough new stuff, why not put them back on the job and wait until they’re worth it?