Back in 2006, a company named Creative Technology sued Apple over the iPod that violated its patent. As you magnify the image below, you can watch the marketing of holding up to 2,500 songs on a 5 GB hard drive, with a vertical touch pad and a mini screen like the iPod.
Negotiations with Job were tense, CEO Sim Wong Hoo remembers, and his American opponent made most of the talks. Finally, Sim went away with a $ 100 million settlement. Later in a statement from Steve Jobs, he said "Creative is very fortunate to have received this early patent." The iPod continued to smash Sim's MP3 player.
provides sound as it comes from multiple speakers spaced around the listener, rather than from
As mentioned in the Bloomberg graphics above, users take a picture of the face and ear shape of the Super X-Fi app to create a tailor-made listening experience, creatively examining how thousands of different people experienced sound – including to put microphones in the subject's ears in a studio – and feed the results into an artificial intelligence engine that then predicts how others will hear sounds.
Creative's SXFI AMP headphone amplifier is sold at $ 150 and the SXFI AIR Bluetooth headset output is on $ 160. For more on this story, check out the full Bloomberg report here.
Just as Apple would debut its new over-the-ear headset is late last year, spread rumors that Apple delayed the headphone product until 2019. It gave Microsoft the opportunity to enter the market in October and in time for Christmas without having to collide with Apple. The great feature was adjustable noise shutdown next time.
Product auditor Marques Brownlee fell in love with Microsoft's headphones when they launched, but recently reviewed the new Sony noice interrupt headphones (WH1000XM3) and says Sony is back on top of this product category.
While noise cancellation is where the match is today, you need to wonder if Creative's Holographic Audio could be the next wow feature that consumers will demand in 2019-2020.
Does Apple have a similar feature that comes to their headphones? Will Creative be on Apple's acquisition radar? If the technology is really that "mind blowing" as C / Net described, some have to try to bring holographic sound to the market rather than later. With patents that probably support their technology, Creative can have another winning hand.
Finally, Creative says at a time in its marketing:" Think of the magic of holography, but of sound and of headphones. Super X-Fi Headphone Holography is real and is now. This is the sacred degree of headphone sound . "
The time will tell if it is.