AirPods deliver wireless, effortless listening across devices — whether you’re watching a movie or playing your favorite song. And in 2021, we prepared to introduce new AirPods featuring Spatial Audio — taking that beloved listening experience to the next level.

But Spatial Audio isn’t a physical design feature that’s instantly recognized. The magic of the feature lies in experiencing it. So how could we ensure the new AirPods resonated with consumers unfamiliar with the technology? And how could we convey Spatial Audio’s importance without people hearing it in person?

AirPods deliver wireless, effortless listening across devices — whether you’re watching a movie or playing your favorite song. And in 2021, we prepared to introduce new AirPods featuring Spatial Audio — taking that beloved listening experience to the next level. But Spatial Audio isn’t a physical design feature that’s instantly recognized. The magic of the feature lies in experiencing it. So instead of focusing on technical accomplishments, we set out to visually recreate the world of sound that Spatial Audio immerses listeners.

To give the feeling of three-dimensional sound, we created an interactive z-space that guides viewers through each key AirPods feature. Movement and freedom are essential, inherent tenets of Spatial Audio. So from the very first scroll, our site presents each feature as part of one fluid narrative, nodding to the ease of use and versatility AirPods bring everyday.

To illustrate more technical details, like wind noise microphones or Adaptive EQ, we designed a unique system of feature blocks that succinctly capture the key benefit of each. Combining lifestyle and product photography with innovative type, these blocks made crucial features easy to digest — creating a site experience as effortless as AirPods themselves.

Apple does not disclose this information.