Creative on Wednesday took a different approach to earphones and launched the Aurvana Air. Taking some of its name and basic design philosophy from Apple, the design focuses on weight with unique nickel-titanium ear hooks that keep the earbuds light but which also remember their shape to save owners from readjusting the fit every time. The pair's neodymium drivers are also said powerful with slots specifically meant to drive bass; frequency response is estimated at between 20Hz and 20kHz with 32ohms of impedance.

The Aurvana Air works with typical 3.5mm headphone jacks and is available in a single metallic silver color. It ships today to the US for $200 with both an acrylic hard case and a leather pouch.