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What happened
Sony announced the WH-1000XM6, a new pair of over-ear noise-cancelling headphones priced at $299. They go on sale in February 2026 and compete directly with Apple’s AirPods Max ($329) and Bose QuietComfort 45 ($279).
Why it matters
Noise-cancelling headphones above $250 have become the fastest-growing segment of the $18 billion global wireless audio market. At $299, Sony sits between the two main competitors on price — while offering specs that exceed several pricier alternatives on battery life.
Key numbers
- $299 retail price
- 40-hour battery life with ANC active
- 10-minute charge gives 5 hours of use
- 30dB noise reduction (up from 24dB on previous model)
- Available in Black and Midnight Blue from February 2026
What to watch next
Apple’s AirPods Max refresh is expected in mid-2026. Sony’s pricing will likely pressure Bose to adjust its QuietComfort line before the peak holiday buying period.