Wireless earbuds are some of the most common sights on UK streets these days. Headphone jacks have disappeared from smartphones, so people have had to invest in Bluetooth buds to keep the tunes and podcasts coming. The Apple AirPods were one of the first to popularise the tech when they launched in 2016 and remain favourites for iPhone users.

One Apple rival taking the fight to the high-end AirPods Pro 2 is Bose, the US audio company famed for its over-ear headphones that pioneered noise cancellation technology. In recent years Bose has managed to shrink down this tech into tiny wireless earbuds, and now there is a brand new pair to take the fight to Apple.

Bose has jusrt announced the Bose QuietComfort Ultra Earbuds 2nd Gen, boasting improved noise cancellation, audio quality and ability to adjust your tunes depending on the ambient sound around you. They’ve got IPX4 water resistance and touch controls on the outside, just like older models.

They are available to pre-order from today, June 12, for £299.95, and are on full sale on June 26.

“Like its predecessor, the QC Ultra Earbuds feature Bose’s proprietary CustomTune sound calibration technology personalising audio and noise cancellation performance to the unique shape of a listener’s ear and adapting the experience as the listener’s environment changes," Bose said.

“An updated AI algorithm layered on top of this technology improves the buds’ ActiveSense experience when in Aware Mode. Changes in noise cancellation levels are now smoother than before when the system is adjusting to filter out sudden spikes of noise, preventing audio content from being drowned out by the sound of a passing train or a nearby siren — resulting in a more refined noise cancellation experience.”

I reviewed the first Ultra Earbuds in 2023 and found them superb, so I’m interested to see just how improved these new buds are. Bose’s noise adjustment when in Aware Mode is very good already, though I feel Apple does a slightly better job with the AirPods Pro 2 as they are quicker to react. It’s handy if you’re in the transparency mode and you’re boiling the kettle, say - this tech cranks the volume so you can still hear.

The QC Ultra Earbuds 2nd Gen look identical to the originals, which themselves were similar to the QC Earbuds 2 from 2022, so you won’t be able to show off you have the newest of the new unless you opt for the limited edition Deep Plum colourway (you can also get them in Black or White Smoke).

Bose says call quality is also improved thanks to a “new AI-powered noise suppression system”, but perhaps the nicest upgrade here is wireless charging. Bose annoyingly has not included this on the QC Earbuds range until now, rather opting to sell a case to add the function for £50. No thanks.

The firm also doesn’t hold back with describing its hygiene updates, saying it has equipped each new bud with an “embedded earbud wax guard to prevent wax build-up and audio degradation.” Good to know!

The £299.95 asking price is a considerable chunk more than the £229 AirPods Pro 2. But there are several reasons you might want to opt for the Bose, most obvious of all if you have an Android phone, as AirPods don’t let you use all their functions unless you have an iPhone.

Secondly, Bose’s companion app lets you adjust EQ, unlike AirPods, and the Ultras have Bose’s very clever Immersive Audio feature that turns any audio into spatial, surround sound audio. When it works, it’s great, but I’ve found it hit or miss.

Bose says the new buds will last six hours on a full charge, or four with Immersive Audio on, which isn’t the best longevity. The case holds three additional full charges.

Lastly, the Ultras support Qualcomm’s hi-res audio codec called aptX Adaptive, which means if you have a compatible Android phone, you can stream or playback hi-res music.

Whether or not these extra features are worth the premium price tag is up to you.

Bose today also announced a new addition to its Bluetooth speaker range, the SoundLink Plus, a £249.95 speaker that sits between its SoundLink Micro and SoundLink Max. Also announced and available “later this summer” is the SoundLink Micro 2nd Gen, for £119.95.