I have 2 rebuttals to make with Gurman's article today. I still say he's a hack and I still say he reads this site and concensus of conversation to come up with his a large percent of his articles ... I've highlighted a glaring and almost obvious example over the winter already.
1. Heart Rate Sensors or Biometric sensors
There are 3 market players with Heart Rate sensors in the ears, the leader which can accurately and effectively rate VO2 Max is Jabra and they have 2 products that can do this. One of them is a true wireless version and it ads builk ... and already cannot compete with battery life with the AirPods.
IMG Source: Macrumors.com
Heart rate sensor in a true wireless headphone will reduce battery life when in use - I know this as my Elite Sports kick in with my S3 Nike+ at the gym when I launch WatchOS Strong app to log my workouts. sure this may add accuracy, yet the added bulk and reduced battery capacity doesn't add a plus to outweigh losses of the product especially an industry leading characteristic.
No, not in the Apple brand, yet we may see it in Beats' PowerBeats product when it evolves later this year. This would align better with its target demographics (teens and professionals signed with marketing). Those into or already heavily physically active and in shape may not see the benefit of an Apple Watch yet most likely will with PowerBeats with VO2 Max sensor embedded.
- allows for accurate rating for those that don't own Apple Watch
- allows for those feeling like brand sheep to avoid that (many still don't know Beats is owned by Apple)
- the product design already allows for a larger capacity battery, yet with smaller chips doesn't have to increase in size.
- demographic target market most likely carries their iPhone into the gym with them yet allows Android users a decent alternative.
The other issue is the high-end Over The Ear stereo headphones. Apple is going to have an issue with consumer or 'pro-sumer' (trust they'll use this again in interviews about the product trust me on this) product pricing.
Beats Studio 3 is a great piece of kit. It already features W1 chip, incredible battery life with ANC-OFF and decent with ANC-On. This product is already #399CAN and has 2 major design flaws I've noticed in my short time owning a pair: doesn't work below -20 celcius (forget dual mode music and earmuffs lol) yet in all seriousness is they do NOT work without power in the battery. you cannot use them as wired headphones without battery power, not like the Solo 3's can.
The price point is very close to higher quality Sony, Bose, and B&O headphones. Trust me I've already suffered the B&O Beoplay E8's ... I sincerely hope Apple crushes them in this market segment as well. Yet the price of an Apple stereo studio headphones will be well over $499 or Apple needs to kill the Studio's. Before these get released though I think Apple could stand to increase their expertise in audio and quality audio with the next product lineups:
Sound bar, sub-woofer, and AirPods 2nd generation. with a Soundbar and sub-woofer Apple will be getting into the home theatre arena and can really compete with many in the home wireless speaker and home theatre segment. Apple could bundle AppleTV and some services for 3mths free to sweeten the deal ... yet place really good hooks into us fish to get us addicted.
So ..
HomePod gets updates with Siri along the way for the next 15mths no new versions, no need.
AirPods get an update (sweat/dust/rain resistance, not proof, and slight battery improvements), and in colours!!
^ I swear Apple missed a HUGE opportunity with FIFA World Cup with country flag paint on AirPods

Subwoofer and Soundbar to launch (announced) same time and ship for Christmas 2018, in stores January 2019!
Beats PowerBeats 4 gets hear-rate sensor, slightly newer design and a Siri workout coach!!
^ Apple Watch Nike+ also gets an enhanced workout coach pushing you along with slightly muted audible announcements. She's also live so adjustments can be made at a request of your voice.
Beats Studio 3 takes a significant Black Friday and Christmas holiday discount, drops to $229US permanently, Solo 3's drop to $149US as well. Studio's don't move onto live in a 4th iteration.
Apple Branded quality over the ear headphones debut at $599 or $649US:
- best in class audio quality and audible range in clarity ... huge internet ovation reviews
- best in class build quality (long term reviews, rough use reviews etc)
- best in class comfort ... they'll be something VERY unique about the design that over 12hrs+ you'll barely feel them.
- invisible to FaceID to lessen distractions lol.
- some sort of pass-through design and tech to coinside with my other takes on future Soundbar, homepod and sub-woofer.
who knows maybe a huge audio update for range of profiles coming to Apple TV which will route the sound to AirPods and Apple "Heads" let's call these studio headphones. Maybe even 2 will debut ... 1 at the VERY high end.
Maybe we'll see Apple push Logic into huge upgrade mode with features that take full advantage to show these off? hmm.
PS my take ....
(edited) ....
If AirPods is a major step into quality stereo headphones that are “in-ear”, along with HomePod being an experience not to compete with Sonos for the same living space ... then it’s quite possible we may see Apple get into the high luxury home entertainment space.
Coming next is over the ear stereo wireless headphones for higher quality audio ... the. Will come subwoofer (completely new segment so different product marketing done here), and sound bar.