I didn’t understand Bose until I lived with the QuietComfort Ultra. Now I’m a believer

For years, I didn’t see the fascination with Bose headphones. I’d only had mediocre experiences and preferred my Sony over-ear headphones, or later on, Apple’s in-ear AirPods.

That all changed recently when I tried the Bose QuietComfort Ultra over-ear headphones, and I finally not only understood what makes the brand special, but also just how accurate the product name is.

What happened with Bose?

A lesson in brand perception

Before we get into why I didn’t get Bose, it’s important to point out that I never had a bad experience, just rather ordinary ones.

My first exposure was at a time when Bose was opening flashy boutique retail stores in the UK, showcasing what was, at the time, very expensive home audio products.

I also had some time with the QuietComfort 35 headphones, the brand’s first wireless models with Active Noise Cancellation (ANC).

For whatever reason, I found the products uninspiring. I disliked the quilted cushions on the headphones, and the prices were always dramatically higher than those of other, similar products.

When I listened, none of the products sounded dynamic or all that engaging.

My perception was that Bose was for people with plenty of money, who cared more about shutting sound out than listening to it, and who had happily bought into the strong, very positive marketing messages around Bose.

I didn’t fit into these categories, so essentially, I ignored them. That’s mostly how it has stayed.

Why the QC Ultra changed my mind

What an experience

After hearing a friend’s QuietComfort Ultra (1st Gen) headphones, I realized it was time I spent some proper time with Bose headphones.

For the last month, I’ve been using the QuietComfort Ultra (2nd Gen) headphones, and they have completely changed my opinion of the brand’s products.

I took them with me for my trip to MWC 2026, wearing them to the airport, on the plane, and around Barcelona, Spain for the duration of the event.

Since then, I’ve swapped between them and the Nothing Headphone (a) and the Apple AirPods Pro 3 for regular, everyday listening. I have hours of listening under my belt.

The name QuietComfort is perfect, but it is more nuanced than you may first think.

The headphones are just 250 grams, and the synthetic leather used for the hanger and cups is wonderfully soft and pliable. It means I can wear them at all times without feeling uncomfortable.

But the comfort benefits don’t stop there. The ANC is something special. It’s incredibly powerful, isolating me from the sound of the airplane, passing traffic, and the noise of busy cafés seemingly without effort.

It does so without any pressure on your ears at all, taking comfort levels beyond just how the headphones physically wear.

After spending a few weeks with the QuietComfort Ultra (2nd Gen), I finally saw the best side of Bose products. Ones that performed exactly as promised by the name, and in a way that surpassed other products I was using at the time.

I often just want a pair of headphones to wear and forget, immersing myself in what I’m listening to, and the QuietComfort Ultra are absolutely ideal for this.

Is it all good news?

I’m still not 100% convinced

Has my reintroduction to Bose headphones been perfect? It has certainly been eye-opening and an awakening in my personal appreciation of the brand.

However, one aspect of my previous opinion hasn’t dramatically changed, and that’s the Bose sound profile.

I want to be clear. The QuietComfort Ultra (2nd Gen) sounds brilliant. I love the out-of-the-box audio performance, which doesn’t pump up the bass at the expense of vocals or dramatically upset the balance of my favorite songs.

However, I don’t find the sound all that engaging. Instead, it won’t challenge anyone while listening, but there’s no chance anyone will find it offensive.

I love listening to them. I just didn’t always really get into the music. It’s hard to describe. This isn’t helped by the limited three-channel equalizer in the app and the basic sound profile options.

It means my opinion of Bose wasn’t totally misjudged.

There’s still evidence these are headphones for those who want a strong sound signature that isn’t unpleasant, doesn’t sound like the inside of a bass bin, and suits all music and spoken word genres equally.

Provided you know what to expect, you’ll like the sound of the QuietComfort Ultra.

Also, while I like the single physical button used for play and pause, the touch panel to adjust the volume is slow and unreliable.

The included case is lovely, and, at first, I was frustrated by how I needed to remember the right way to fold the headphones to fit them inside. But then I noticed the little diagram in the case to help me out.

It’s things like this that make me love the QuietComfort Ultra.

So glad I made the effort

A better understanding of what’s special

It’s interesting how a few ordinary experiences can shape an opinion of a brand. My thoughts about Bose weren’t especially negative, but they were enough that I didn’t pay attention to the products very often.

Having the opportunity to try the latest QuietComfort Ultra over-ear headphones has genuinely changed my opinion, and for the better.

I “get” the appeal. I understand why people stick with the brand and how comfort doesn’t just apply to the physical feel of the headphones.

No, the sound isn’t as engaging as I may sometimes want, but this almost falls under the concept of maximizing comfort, too, as I never get tired of hearing them.

If you have thought like I once did, or have never taken the time to try a pair of high-end Bose headphones, I highly recommend changing that.

Currently, the Bose QuietComfort Ultra (2nd Gen) is available for $399 from Bose, Amazon, and Best Buy, down from the usual $450.

If over-ears aren’t for you, Bose also makes a 2nd Gen pair of in-ear QuietComfort Ultra headphones, too.

Battery Life

30 hours

Bluetooth

Bluetooth 5.4

Noise Cancellation

Yes