Apple will release AirPods Pro 2 in the second half of 2022, according to TF International Securities analyst Ming-Chi Kuo. And when it does, the new buds will replace the current AirPods Pro rather than joining them in the lineup. That would signal a strategy change, Kuo said.
Why? After Apple added AirPods 3 alongside AirPods 2 in its earbuds lineup, it noticed a lot of people stuck with the less-expensive product rather than going with the upgrade. Apple wouldn’t want that to happen again.
AirPods Pro 2 may replace current model in late 2022
In a Twitter post Tuesday, Kuo noted that Apple cut orders for AirPods 3 by more than 30% for the second and third quarters of 2022. He said demand for AirPods 3 is “significantly weaker” than that for AirPods 2. And he called Apple’s approach a “failed product segmentation strategy.”
Just to recap, when Apple rolled out AirPods 3 last year, it cut the price of the second-generation AirPods and left them in the AirPods lineup. That meant Apple would sell three different truly wireless earbud variations: AirPods 2, AirPods 3 and AirPods Pro.
But instead of seeing many customers tempted by AirPods 3’s new features and design — and willing to spend more money for them — lots of folks stuck with AirPods 2. Kuo said Apple’s segmentation strategy failed, because many buyers opted for the more affordable model.
AirPods 3 orders for 2-3Q22 have been cut by 30%+. Due to the failed product segmentation strategy, demand for AirPods 3 is significantly weaker than for AirPods 2. AirPods Pro may get discontinued after Apple launches AirPods Pro 2 in 2H22 to avoid repeating the same mistake.
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) April 5, 2022
This time there may be no cheaper option
To get around the possibility that the same thing will happen when AirPods Pro 2 roll out, Apple plans to discontinue the original AirPods Pro, launched in 2019, upon release of the second-generation model, he said.
So if you were waiting to see a nice, fat discount on AirPods Pro when AirPods 2 come out, that might not happen.
Meanwhile, analysts expect AirPods Pro 2 to feature various upgrades, including a better chip, lossless audio support, an updated form factor (stemless) and new health features. Kuo already predicted AirPods Pro 2 will come out in the second half of 2022. Today’s tweet reiterated the idea.
