Bragi Hits the Panic Button

Chance Miller, writing for 9to5Mac:

Earlier today, Apple officially sent invites to its iPhone 7 announcement event that will be held next week on September 7th. Shortly after Apple’s announcement, wireless headphone company Bragi announced that it has its own big news coming next week, lending some to believe that Apple might be in the picture…

Bragi today revealed that it has a “big announcement” coming next week on September 5th, just two days before the Apple event. What has really made people speculate, however, is the fact the announcement will occur out of Cupertino, which is also where Apple’s headquarters are located.

That’s stupid. If Bragi had a deal of any sort with Apple, they’d be keeping their mouths shut. And they certainly wouldn’t be announcing anything two days before Apple’s event. And why would Apple need anything from Bragi? Apple just bought a much bigger name in headphones. And why in the world would Bragi schedule an announcement of any sort on Labor Day, a major U.S. holiday?

Here’s what makes sense: Bragi has caught wind of Apple’s imminent wireless AirPods. They’re just like what Gurman reported eight months ago: no-cable ear plugs that come with a smart case for transport and charging. Bragi is trying to jump in front of Apple’s announcement, but the fact that they’re making the announcement in Cupertino on Labor Day makes them look panicked.

★ Tuesday, 30 August 2016