Since I've been enjoying my new Sony WH1000XM3 and delicious High quality audio Via aptX HD and LDAC. I started to wonder why Apple purchased BEATs ? And since aptXHD is owned by Qualcomm and LDAC owned by Sony. Where is Apple's own high bitrate Codec ? We saw a starter test with the W1 chip and Apple is likely done analyzing all the data collected. And is ready to launch an alternative to Bluetooth since Apple really hates paying Licensing fee for each device. They will as far as what I am hearing release a new W3 Chip with the upcoming iPhone with USB-C in 2019.