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Apple recently introduced a USB-C charging case as part of its product line-up. However, in a move that has left consumers and analysts alike scratching their heads, the tech giant has decided not to sell the charging case as a standalone product. Instead, customers who are interested in the new charging case will have to purchase a new pair of earbuds, which comes with a hefty price tag of $249. This marks a significant departure from Apple’s previous approach when they transitioned to wireless charging cases, which were made available for purchase separately.
Some industry observers suggest that Apple’s decision not to offer the USB-C case as an individual purchase could be a marketing strategy aimed at boosting the sales of their new earbuds. The updated second-generation AirPods Pro, which come with the USB-C case, feature improved IP54-rated dust resistance and can support up to 4 hours of lossless audio with ultra-low latency when connected to the Apple Vision Pro headset, set for launch in early 2024.
While the idea of having a new pair of upgraded earbuds may appeal to some, this strategy might not be well received by all consumers. Particularly, those who already own second-generation AirPods Pro with a Lightning port and are planning to upgrade to an iPhone 15, which features a USB-C port for the first time, might view this as an unnecessary expense. These consumers would prefer to simply upgrade their charging case without having to purchase a new pair of earbuds.
Those wanting to charge all their devices with one cable will need to buy the new USB-C to Lightning adapter, priced at $29. However, those who wish to future-proof for Apple Vision Pro compatibility will have no choice but to buy a completely new pair of AirPods Pro, costing $249.
With the introduction of the USB-C charging case, Apple seems to be embracing the USB-C standard, which has become prevalent across numerous Apple products, including Macs, iPads, and even the Siri Remote. The iPhone 15 series has also transitioned to USB Type C, replacing Apple’s proprietary Lightning standard.