Bose’s $99 wired earbuds test demand for a premium upgrade

Bose announced a $99 pair of USB-C earbuds on Sept. 28, bringing active noise cancellation to a wired design powered by a connected phone or other compatible device. Shipping is scheduled for Oct. 15.

The launch, featured in The Rundown, tests whether the wired headphone comeback can support a premium upgrade. Bose says the earbuds need no Bluetooth pairing or app and contain no internal battery.

What $99 buys

Bose says four microphones handle noise cancellation, with Quiet, Aware, and ANC Off modes letting listeners choose how much outside sound gets through. An inline remote has three buttons for playback, calls, and volume.

The company says the earbuds carry lossless audio with output fixed at 24 bits and 48kHz and offer low latency for gaming and video. Interchangeable silicone tips and stability wings help secure the fit, while an IPX4 rating adds protection against splashes. The pair comes with a carrying case.

Bose announced preorders through its store and Best Buy in Black, White Smoke, and limited edition Dewdrop Mint. The company described its own preorder offer as exclusive to My Bose members. On Sept. 30, its Black listing showed a preorder option, while Dewdrop Mint was marked sold out.

Why it matters

Wired headphones returned to growth in 2025 after five years of decline, according to Circana’s February market report. Revenue rose 3% that year and 20% in the first six weeks of 2026. Growth spanned multiple brands and price points.

Bose’s $99 launch price is nearly eight times the roughly $13 average selling price Circana recorded across wired headphones in 2025. It also matches the report’s $99 average for Bluetooth headphones, putting the premium in a different light for shoppers accustomed to wireless prices.

For buyers who want noise cancellation with fewer setup and charging tasks, the added features could justify the price. Shoppers returning to cords chiefly to save money may see less reason to spend $99. Circana identifies lower spending as one possible explanation for the recovery.

The charging benefit comes with dependence on the connected device. In documentation available Sept. 30, Bose’s FAQ says the earbuds require USB power in every noise control mode and cannot work with adapters that lack USB. Its owner’s guide says switching ANC Off can conserve the connected device’s battery, without estimating the effect on battery life.

After four days with a prototype, WIRED’s Harry Rabinowitz praised the sound and ANC but reported that a heavy remote pulled on the earbuds and the cable tangled. Comfort and cable handling could affect whether buyers find the added functions worth $99.

The recovery alone cannot establish demand for this particular pair. Dewdrop Mint’s sold out status is also hard to interpret without preorder counts or starting inventory. Sales at higher prices over time, along with how often buyers return the earbuds, would provide a clearer test of whether the comeback can sustain a premium upgrade.