I wonder if they're deliberately priced a bit higher (relative to the AirPods Pro and AirPods) because they know sale volumes will be relatively low; headphones can serve up sound in ways that in-ears or buds never can as far as soundstage, physicality etc, but you see infinitely more people with AirPods or cheap bluetooth in-ears these days than you do Beats Studios or headphones in general, because they're more portable/discreet and people don't care about fidelity that much in my experience as long as there's dat bass.
They're not going to be gym or running-friendly either which limits the market further... these seem almost niche in a way. I guess like the SS Apple Watch it's going to be a case of whether these can draw in the sort of people that were paying similar of significantly more for the fancier wired headphones of the world.
The price doesn't put me off that much tbh, I currently use custom IEMs that were more than these things are when purchased them about 4-5 years ago and have a pair of Event Opals at home for music from my Mac, not unlike how some people pay a lot for luxury cars and some people just want a car to get from A to B. The questions for me will be...
1) do they sound better than all the other wireless headphones out there due to some of the tech like the spatial audio/adaptive EQ?
2) do they sound as good as some of the serious but not silly-priced wired headphones?
3) when I want to sell them on or kill the battery, will replacing it be easy/achievable?
I await the tear-downs and reviews.