Bose says its upcoming earbuds will be better than the new Amazon Echo Buds that use Bose’s technology

During today’s hardware event, Amazon made a pretty big deal about the fact that its brand new $129.99 Echo Buds incorporate Bose technology to achieve their active noise reduction and cut down on surrounding noise. A Bose spokesperson confirmed that this is the first time its NR technology has ever been built into another company’s headphones; Amazon’s companion app for the earbuds specifically mentions “Bose ANR” in several places.

But the same spokesperson also made it clear that Bose has something even better in the works. The upcoming Bose Noise Cancelling Earbuds 700, set for release sometime in 2020, will offer proper noise cancellation — as the name suggests — and not just reduction.

“Amazon is using Bose Active Noise Reduction…

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