‘There's definitely been a return to less technologically driven products’: Bose president Raza Haider talks releasing $99 wired earbuds with no app or AI, and why they're only here because his daughter thinks they’re cool
THE SO WHAT
Bose shipping $99 wired, no-app, no-AI earbuds is a small but clear data point that some consumers want reliability and simplicity over features. Hardware teams should segment explicitly for “zero-friction” SKUs instead of assuming every product needs an AI story.
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