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B&O Play is getting into the crowded market of truly wireless earbuds. Announced today at IFA, the Beoplay E8 earbuds will be available in October and cost $299 — twice the price of Apple’s AirPods.

That’s a lot for wireless earbuds these days, but B&O Play is apparently banking on its reputation for quality in design and sound to sway buyers. The small, black buds look sleek enough, are lined with aluminum, and come in a leather case. They’re splash and dust resistant, too, which is nice. The companion app for the E8 earbuds also lets users tweak and customize sound profiles.

The earbuds will last about four hours on a charge, which would be above average but below the life of Airpods and Bragi’s Headphone earbuds. The battery in the…

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