Bang & Olufsen announced the third generation of their 'truly wireless' E8 earbuds. in the last few weeks Bad news for anyone who shelled out for the ALYX limited edition model, since that's now old tech, worse news for anyone who bought the third generation E8 earphones. Why? Because yet again, while competing brands produce active noise cancelling earbuds, Bang & Olufsen bring us yet another bog standard pair of ear buds with none.
What this does have is excellent sound quality, fine design, Bluetooth 5.1, wireless Qi charging through the case, and improved battery life. The problem is, so do all the other manufacturers on the market, including Apple with its AirPods Pro, which are receiving rave reviews for having exactly the same as the E8 in terms of features, na noise cancelling also.
And it's not like Bang & Olufsen don't know their lacking in this respect. take a look at the 'sound' tab on Bang & Olufsen's product page for the E8. It has a category of 'Noise Isolation" and reads "Passive Noise Cancelling". Why put this if you don't know your actually lacking in not having "Active Noise Cancelling".
It's pretty obvious that the costs that Bang & Olufsen sink into he design side of their R&D are so high that they are committed to a design for the long term, and that they cannot fit Active Noise Cancellation into the E8 chassis. But this is in fact the sunk-cost-fallacy, in that if they produced a newer design with the feature, they would actually sell them. We doubt anyone is likely to pay £300 for these when the AirPods Pro are only £250, and many other brands are far cheaper, and offer all these features plus Active Noise Cancellation
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