Apple shows off AirPods Max in new ad spot and design video

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Apple debuted two videos showing off the AirPods Max and detailing features like active noise cancellation (ANC), transparency mode, and Spatial Audio.

The first video is "Introducing AirPods Max," done in similar fashion to the classic Jony Ive product videos. Two Apple executives narrate the short video — first Evans Hankey, Apple vice president of Industrial Design, then Gary Geaves, VP of Acoustics.

The second video is a short ad called "Journey into Sound," which gives closeup visuals of the headphones in a surreal landscape. The listener tumbles through space as they fall into the music, only to be interrupted when they switch ANC to transparency mode with a tap.

AirPods Max were announced on Tuesday via press release and cost $549. They feature ANC, Adaptive EQ, Spatial Audio, and two H1 processors for the best audio experience on Apple products.