Apple contradicts itself with 'mind-blowing' AirPods Max update

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Apple has announced that its AirPods Max is about to get a software update that will enable lossless audio listening. This feature is designed to provide the highest possible level of audio fidelity, but the recent marketing statement contradicts what can be found in Apple's own support documentation.

To understand the contradiction here, we first need to understand Apple's audio codecs. Audio files are typically compressed in specific codecs to reduce file sizes for easier storage management, and with this reduction in size or compression, there is a trade-off in audio quality. Uncompressed audio opens up the sound stage, making specific instruments or sounds much more distinguishable and brighter, while compressed audio muddles the audio experience, drowning out the smaller and more discrete sounds.

Each codec has its purpose, and Apple chooses to provide two codecs for its entire catalog within Apple Music: Advanced Audio Codec and Apple Lossless Audio Codec (ALAC). The discrepancy between what Apple states on its website and the recent announcement by Apple's marketing chief Greg Joswiak can be traced back to the company's documentation, where it states the difference between AAC and ALAC audio files is "virtually indistinguishable," with the company writing, "the difference between AAC and lossless audio is virtually indistinguishable."

But according to Joswiak in a recent X post, the coming AirPods Max update that will unlock lossless audio and ultra-low latency audio will provide "mind-blowing sound quality" and is the "ultimate audio upgrade". Notably, latency doesn't influence the sound quality. The question raised by MacRumors, and justifiably so, is how can this upgrade to AirPods Max be the "ultimate audio upgrade" when Apple's own documentation states there is virtually no difference between uncompressed and compressed audio?

It appears Apple has been caught red-handed in some blatant marketing hype and foiled by its own standards.

It should be noted there is a difference to the ear when comparing lossless audio to compressed audio, but the difference can only really be noticed by audiophiles or people who are specifically listening comparatively for that difference.

The everyday user who is putting on headphones to listen to Apple Music, Spotify, or YouTube videos isn't going to be able to notice a difference between the codecs, which is why the recent statement from Joswiak raises marketing concerns as the everyday consumer will see Joswiak's post and possibly make a purchasing decision based on that information - when Apple themselves admit the difference is virtually indistinguishable.

In other Apple news, the Cupertino company is preparing to unveil the iPhone 17 line-up, which is expected to feature an elusive Air model that's ultra-thin. More on that below.

• Read more: Here are the 3 big changes coming to the iPhone 17 series