Stories
Bose Revives Wired Earbuds After 11 Years as Gen Z and Celebs Embrace Retro Tech
- •Bose has reintroduced wired earbuds after an 11-year hiatus, unveiling a $99 USB-C pair with active noise cancellation and lossless audio support, signaling a return to a product category previously displaced by wireless audio.
- •The new Bose earbuds, launched on September 28, feature no internal battery, require no Bluetooth pairing, and don't need an app, drawing power directly from the connected device.
- •The revival of wired headphones is driven by Gen Z and Alpha, who view the technology as retro and cool, with celebrity endorsements from figures like Bella Hadid and Dua Lipa contributing to its resurgence.
- •Sales of wired headphones grew 3% in 2025 and 10% between July and December, with a 20% revenue increase in the first six weeks of 2026, according to Circana.
- •Beyond nostalgia, practical benefits like no charging, no pairing, and significantly lower prices (average $13 for wired vs. $99 for Bluetooth) are fueling the demand for wired audio solutions.
Key Questions Answered
Bose unveiled its first new wired earbuds in 11 years, priced at $99 (about ₹9,500), featuring a USB-C connection, active noise cancellation, lossless audio support, and an inline remote. The earbuds do not have an internal battery, require no Bluetooth pairing, and draw power directly from the connected device.
After five years of sales declines, the wired headphone category grew 3% in 2025, with sales surging 10% between July and December. According to Circana, wired headphone revenue further jumped by 20% in the first six weeks of 2026.
Consumers and celebrities are gravitating toward wired headphones for reasons including nostalgia, affordability, and improved practical reliability. Fans of the trend note that wired earbuds do not require charging or Bluetooth pairing, suffer from no audio latency, and eliminate battery anxiety.
