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Nobody said the headphones needed USB 3. The point is that the cable is physically thick and rigid (like something you'd expect to carry serious data) but doesn't. Meanwhile Apple ships a thinner, more flexible cable that supports the same USB 2.0 speeds and equivalent power delivery. The cable B&W chose is worse ergonomically for no functional benefit. That's the kind of mismatch the Treedix exposes.
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For headphones? I'll take the more robust cable any day. The thinner it is the sooner I'm going to have to replace it.
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USB 3 doesn’t just mean “higher quality wire”. It requires additional data pairs that take up space and add cost.

Apple’s iPhone cables are not known for their durability. They serve a mostly stationary purpose, unlike headphones you wear on your head.

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A thick cable tangles less easily.
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