Apple to Sell AirPods Max Over-the-Ear Headphones for $549

Apple Inc. on Tuesday revealed plans to sell AirPods-branded over-the-ear headphones, an expansion of its product lineup in a direct strike against companies like Bose Corp. and Sony Corp.

Apple’s new AirPods Max will cost $549 and promise noise canceling, advanced acoustics and up to 20 hours of battery life, the company said. The headphones, which go on sale today and begin shipping next week, are coming a little more than a year after Apple introduced a high-end version of its AirPods wireless earbuds. AirPods are now one of Apple’s most successful new products.

The Cupertino, Calif., company also said it plans next week to begin selling a subscription fitness service around its Apple Watch costing $10 a month or $80 a year. The announcement sent shares in Peloton Interactive Inc. down 2% in premarket trading.