Bose has entered the open-ear headphone market with the launch of two new models, the Bose Sport and Bose Ultra. Open-ear headphones, which sit outside the ear canal rather than inserting into it, have experienced significant growth in recent years. Global revenue from these devices reached over $1.11 billion between January and May 2026, marking a 45% increase from the same period the previous year. Europe has shown particular interest, with a 77% growth in the West and a much higher 177% in Eastern Europe. Between the first quarter of 2025 and the first quarter of 2026, the value growth of the market increased from 34% to 48%, while the volume of products sold remained stable at around 7-8%. This trend suggests a shift toward "premiumizing," where consumers are increasingly opting for more expensive models. A majority of these buyers—76%—previously owned traditional in-ear headphones. The open-ear headphone market is highly competitive, with major players including Huawei, Anker Soundcore, Sennheiser, Shokz, and Sony offering their own versions. Shokz, known for its bone conduction technology—which transmits sound through the bones of the skull—has been especially successful, with users praising its sound quality. Bose’s new models, however, focus on design elements such as soft silicone ear tips, flexible joints, and textured buttons to improve comfort and ease of use. The Bose Sport is tailored for physical activity, featuring an IP54 rating for water and dust resistance, up to 7 hours of playback, and 22 hours with the charging case. It also includes an Auto Volume feature that adjusts sound levels based on the user’s surroundings. The Bose Ultra, designed for urban users, offers more advanced features. It includes a powerful speaker for better bass, a Cinema mode that enhances spatial audio and immersion, and up to 9 hours of playback with 28.5 hours of total battery life when using the case. The case supports wireless charging, which is a convenience factor for users. European consumers, in particular, have shown a demand for headphones suitable for long hours in office environments, making the Bose Ultra a strong contender. Both models use Bose’s OpenAudio technology, which directs sound toward the ear while minimizing sound leakage, providing a more natural listening experience compared to bone conduction alternatives. AI features are becoming increasingly important in open-ear headphones, with users looking for embedded artificial intelligence to improve audio quality, call clarity, and other functions. Bose has included SpeechClarity, an AI-based feature that isolates the user’s voice during calls, enhancing clarity. While AI is not as prominent in smartphone features, it is a growing expectation in open-ear headphones. Competitors like Shokz OpenFit 2 offer longer battery life (48 hours), while Sony’s Linkbuds Clip provides 37 hours of playback at a lower price. Bose’s models are priced at nearly 300 euros for the Ultra and 200 euros for the Sport, positioning them as high-end products. The Bose Sport will be available starting October 15, and the Ultra will launch on October 1. Both models will be offered in multiple color options.