And Apples recent advertising seems that they have recognised...

And Apples recent advertising seems that they have recognised they cannot compete in that "high tech spec" market.

If you look to recent Apple Airpods marketing, its swung even more towards trendy and edgy music listening.

The others (Samsung and cheaper versions) also seem to be looking to that same market.

Leaving HP to sweep the massive business/video conferencing market , and Nuheara the smaller but higher margin hearing health space.

...