Apple today launched AirPods Max -- its first over-ear design for Bluetooth headphones.

They cost US$549 retail and will go on sale in 26 countries, such as US and UK, from December 15, 2020. This is rather late for the Q4 Xmas season, but early enough for Q1 Chinese New Year.

AirPods Max cost a premium price and deliver premium hardware with premium design, premium hi-fi audio (sound) and premium features such as Siri, audio-sharing, optical / position sensors, and up to 20 hours of battery life.

Apple will bundle or co-sell Max with iPhone and iPad in Apple stores, retailers, and online.

AirPods Max compete directly with Sony, Bose, B&O, B&W, Plantronics, Jabra, Samsung, Sennheiser, and others. Apple's entry into the over-ear market (alongside Beats) will cause panic among rival brands. Next year will not be easy for them.

Of course, the biggest (and easiest) criticism is that AirPods Max are expensive and overpriced. They cost 2 to 4 times more than normal AirPods. They cost more than a Sony PlayStation 5 console. Obviously, Apple is price-skimming the early adopters who will buy them at "any price" to get the latest hot gadget. Max headphones for max profit. Shareholders will be happy.