IFA 2024 First Impressions. A Centennial Celebration!

A first impressions report focused on the audio side of IFA Berlin, where there is still plenty to see. From the Auracast Experience to a vibrant B2B environment. The largest consumer electronics and home appliances marketplace where “retail” and “resellers” meet is still alive and well. Celebrating 100 years of the Internationale Funkausstellung (IFA) Berlin (International Radio Exhibition Berlin), this vibrant trade show has evolved over decades into the world’s largest appliances and consumer electronics marketplace.

As expected, on September 12, Apple announced the new iPhone 15 series models, which now all have USB-C connectors (but only use USB3). More importantly, Apple introduced new AirPods Pro (2nd generation) with USB-C charging capabilities and anticipated new audio experiences to all AirPods Pro models with iOS 17 updates. Between the lines there is an announcement about an upcoming "groundbreaking wireless audio protocol" supporting lossless audio over 5GHz.

There were hardly any surprises at the Apple scheduled event in San Francisco. Just a sequential confirmation of all the rumors that had already been circulating for a while. This doesn’t mean that Apple didn’t deliver on the expected performance, design and the highest engineering level in all the new products announced, from the Apple Watch Series 2, to the iPhone 7 and iPhone 7 Plus, all the way to a full range of audio accessories from Apple and Beats, including the new wireless Airpods and the fact that we now have officially entered the “jackless age”.

German company Bragi anticipated the announcement of Apple’s headphone-jack free iPhone 7 with an announcement of its own. While some audio companies are targeting Lightning connectivity and the benefits of direct digital connection, Bragi decided to make the best use of its technology already developed for The Dash true wireless earbuds to create a new simpler model - The Headphone - focusing on compatibility with any Bluetooth device… including the iPhone.