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Because they're being very awkwardly specific in order to make it sound like they're the first to do it.

For the average consumer who doesn't know that if you look outside of their disclaimer you'll find that it already exists and think that apple invented the feature

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I think it's the:

> a first for the open-ear form factor

That is being called out as comical.

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But it is? At least for AirPods. The AirPods Pro are not open-ear form factor. I do not know about other open-ear airbuds.
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Two separate models from Huawei have swipe volume controls (freearc and freeclip). I’m not a earbud guru but my $25 anker buds have tap to hold volume controls (not swipe, I’m sure Apple is being specific for a reason), but no matter how you move the goalposts it’s a ridiculous claim.
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can confirm my Huawei Freebud 4 have swipe volume controls, anc and do not have silicone tip. Which is one of the reasons I got them after my Gen 1 Airpods started to annoy me on Android.
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They all have the squishy silicone part that goes in your ear. The claim on the apple page is it's for the ones that don't have that. Which is true.

It's not a particularly crazy innovation but the statement is true.

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They don’t have the squishy silicone, but you sound so confident! Tim Apple or his replacement aren’t giving you any prizes for your shilling, it’s ok to like Apple products and see how stupid their marketing is.
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No they don't. The two Huawei models mentioned are completely different form factors, that are much more open-ear and further from squishy silicone than any Airpods.

This is exactly the assumption that the carefully worded juice hopes you'll make. That Apple's claim to innovation precludes even a cursory glance at the competition

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Are they open ear?
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That is why I mentioned them, yes.
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Wouldn't a more traditionally appropriate question be: "but are those Apple"?
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They are both ear wrap around so apples to oranges.
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