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Apple’s New Flagship Airpods Are a Brash Challenge to the Audio Industry

The AirPods Pro 3 make a bold promise that’s bound to get rival audio brands talking. But given everything new here, we’re not sure the hype is necessary.

Profile of a woman with dark hair tied back, wearing a white wireless earbud in her right ear, set against a bright blue background with a circular blue soundwave pattern around the earbud.Apple
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By Ben Bowers

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Apple’s latest flagship wireless earbuds are finally here. The new AirPods Pro 3, just announced, arrive with what might be the most audacious audio claim yet from Apple. The tech giant says these buds “deliver the world’s best ANC of any in-ear wireless headphones.”

For a company known for measured confidence in its press materials, that’s a surprising statement likely to put Apple squarely in the sights of every premium headphone maker on earth.

However, given the bounty of new features coming to the AirPods 3, improved sound quality isn’t the only upgrade destined to capture the imagination of anyone looking to upgrade.

Redesigned inside and out

White wireless earbuds with silicone ear tips and black speaker grilles, designed for in-ear fit.
Apple says the reworked design is more comfortable and secure in the in-ear fit.
Apple

With the AirPods Pro 3, Apple has opted for sweeping changes rather than incremental updates, resulting in a thoroughly modernized product.

The most immediate change is a reworked design that ships with a wider range of new foam-infused ear tips for greater passive noise isolation. The result is said to be more comfortable and secure in the in-ear fit.

Under the hood, Apple is touting fresh drivers and an improved amp that’s supposed to deliver richer bass, more transparent mids and a generally richer sound profile.

A person with curly red hair wearing a brown jacket and white earbuds is sitting at a yellow table inside a train, working on a silver Apple laptop. The train has large windows with green curtains and blue seats, and an overpass is visible outside. Another person, partially visible, is sitting nearby.
Apple says these buds “deliver the world’s best ANC of any in-ear wireless headphones.”
Apple

These changes, combined with a new dynamic acoustic software engine and Apple’s upgraded H3 chip, are all key to the enhanced noise cancellation at the center of Apple’s pitch.

And it’s not just the wider headphone market Apple’s boasting about beating. The brand’s press materials also note that the AirPods 3 “offering ANC that’s up to 2x more effective than AirPods Pro 2, with 4x more noise removed compared to the original AirPods Pro.”

The list of new tricks isn’t just about audio, either. The AirPods Pro 3 arrive with a built-in heart rate sensor—a first for the product line—bringing live biometric tracking to fitness enthusiasts and health-conscious listeners.

Apple has also introduced real-time translation capabilities, which, as awkward as it looks in their demos, allows users to receive “instant” translations piped directly into their ears when paired with compatible devices.

Close-up of a white wireless earbud showing the speaker mesh, dual sensors, and silicone ear tip. The earbud has a smooth, glossy finish with a black mesh area and two small circular sensor lights.
The AirPods Pro 3 arrive with a built-in heart rate sensor—a first for the product line—bringing live biometric tracking to fitness enthusiasts and health-conscious listeners.
Apple

Battery life has also received a notable bump. Up to eight hours can be used on a single charge (32 hours are available, including the case), which places the new AirPods among the longest-lasting in their class.

Apple hasn’t overlooked daily convenience, either. The included charging case features a secondary speaker and now supports precision finding via Ultra Wideband technology, plus a new lanyard loop for easier carrying.

Durability is even improved, thanks to an IP57 rating that promises improved water and dust resistance for gym or on-the-go use.

The fine print

Close-up of a white wireless earbud with a semi-transparent view showing internal components and airflow paths, highlighting the design and acoustic engineering inside the earbud.
According to a footnote, testing was done using a prerelease version of the AirPods Pro 3 paired with an iPhone 16 running iOS 26 and compared to the best-selling wireless in-ear headphones available as of July 2025. The tests were conducted using the IEC 60268-24 standard—a legitimate metric in the audio industry.
Apple

Let’s take a beat with Apple’s “world’s best ANC” claim. It’s not without fine print: According to a footnote, testing was done using a prerelease version of the AirPods Pro 3 paired with an iPhone 16 running iOS 26 and compared to the best-selling wireless in-ear headphones available as of July 2025. The tests were conducted using the IEC 60268-24 standard—a legitimate metric in the audio industry.

But, as Apple admits, real-life results can (and will) vary. Noise reduction depends on device settings, your environment, even your ear shape. And the company isn’t sharing which “best-sellers” it tested against.

If you’re waiting for more rigorous, across-the-board confirmation from the broader audio world, you’re not alone. Many listeners will be eager to see how the new Pros compare with top models from Sony and Bose—the long-time ANC kings.

Then again, even if they don’t prove to be the “best,” as a complete package, the AirPods Pro 3 still look like an incredibly compelling upgrade for anyone deeply embedded in Apple’s hardware ecosystem. And based on Apple’s recent track record, new software features may improve them over time.

Pricing and Availability

AirPods Pro 3 are available for preorder now at $249. Orders will ship and be available in-store starting September 19. You can find them through Apple’s site and most major retailers.

About the Author: Ben Bowers is the Co-Founder and Chief Content Officer of Gear Patrol. Throughout his tenure in media, Ben has written and reported on everything from consumer tech to whiskey, watches, cars, camping, and personal style. These days, he gets to write less than he’d like to.

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