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Premium wireless earphones from will.i.am

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The second product from @iamwill's official Hollywood-based technology company. I believe (today) they're only available on Apple's website and in Apple stores. Their Instagram feed is pretty nice to look at.
I must be difficult but damn... Why did they make a circle so huge outside the ears?
Liking the look of these. What is the price point?
@axelk They're $230 here, but I think there will be a larger scale release by Apple today, thought probably with the same price.