Major audio makers including Apple, Sony and Bose rolled out new headphones and earbuds throughout September, intensifying competition in the portable audio market. Products ranged from lower-priced models to premium offerings, highlighting differing strategies. Apple unveiled two AirPods 5 models and added a Beats 360 variant. Sony refreshed three headphone models. Sonos emphasised ecosystem connectivity, while Bose introduced a $99 wired earbud with ANC. Nothing and Technics launched premium over-ear models late in the month.

SK Telecom\'s digital telecommunications service for unlocked devices, Air, recorded a point usage rate of 96 percent. SKT said its \"telecom minimalism\" strategy of reducing complex plans and add-on services and offering only core functions through digital channels drove customer response. Half of used points went to paying telecom bills, while the rest were spent in the app\'s point shop. SKT is also running pricing promotions and customer events to mark Air\'s first anniversary.