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Bose’s New Earbuds Aim to Challenge the Dominance of AirPods Pro

Posted on 13 June 2025

Bose has announced the release of its latest flagship wireless earbuds, the QuietComfort Ultra Earbuds (2nd Gen). Set to launch later this summer at a price of $299, the same as their predecessor, these earbuds maintain a familiar design but come equipped with significant upgrades. Notable features include enhanced adaptive noise cancellation, improved voice pickup, and wireless charging as a standard option.

The new Bose earbuds aim to refine voice clarity and noise suppression during calls, whether you’re at home or on the go. While maintaining Bose’s well-regarded comfort, audio quality, and noise cancellation, this new model introduces smarter features. The 2nd generation earbuds utilize an advanced AI-powered algorithm integrated with Bose’s CustomTune sound calibration technology, allowing for more precise noise control, particularly in Aware Mode.

This upgrade enables smoother handling of environmental noise, enhancing the listening experience by reducing interruptions from nearby distractions. In addition to audio improvements, Bose has significantly enhanced voice pickup capabilities. The earbuds are equipped with eight microphones, dynamic audio mixing, and adaptive filters that effectively suppress wind and background noise.

Whether you use one earbud or both, callers will hear your voice distinctly, utilizing technology adapted from Bose’s hearing aids. Bose is also addressing long-standing user requests by incorporating wireless charging as a standard feature and adding a new wax guard to prevent earwax buildup. Capacitive touch controls can be disabled via the companion app for those who found them overly sensitive.

Battery life remains at six hours per charge, with the case providing three additional full charges, while a quick 20-minute charge yields about two hours of listening time. These updates place Bose in a competitive position against upcoming products from rivals like Apple and Sony, possibly giving it an edge in the premium wireless earbuds market.

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