ASX NUH 2018, page-9

I think the potential market for the LiveIQ buds is to compete directly against AirPods, at a similar price point (under US$200 is what has been mentioned for LiveIQ) - but with noise cancellation (which Airpods don't have). I'm sure there are a lot of Airpods users who only bought Airpods because of the brand name, and are very embarrassed by how they look. LiveIQ offers a better looking alternative at the same price, with the same battery life, but with noise cancellation.

At this price we should also take some market share from B&O and Bose, which are both priced at a more expensive US$249.