Overview
- Apple is promoting the AirPods Pro 3 with a World Cup–themed ad starring footballer Vini Jr. that highlights the company's claim of the "world's best in‑ear active noise cancellation."
- Apple bases the ANC claim on a July 2025 evaluation using the IEC 60268‑24 standard and says the earbuds remove up to twice the noise of AirPods Pro 2 and up to four times the noise of the original AirPods Pro.
- Retailers in the U.S. and Australia have offered steep, time‑limited discounts in mid‑June, with reported U.S. prices as low as $179 and Amazon Australia listing the model at AUD 329, which is well below Apple's $249 list price.
- Early reviewers and customer comments cited improved noise cancellation, stronger sound and longer battery life (reports up to eight hours), and praised new hearing and translation features added since launch.
- The combination of high‑profile marketing and uncommon retailer markdowns could broaden sales but also signal pricing pressure for a premium Apple accessory, and the ANC claim should be read as tied to the IEC test and comparisons with other in‑ear wireless models.