Headphone-maker Skullcandy has long offered wireless products, from earbuds to headphones to speakers. For that reason, its chief commercial officer, Sam Paschel, told CNBC that the company views Apple's announcement as an opportunity to bring its products to a wider audience — especially with the holiday season soon approaching.
"When you have an influential brand investing in a category, it'll drive greater awareness. The rising tide raises all ships," he wrote in an email to CNBC. "This holiday, experts are predicting wireless market share percentage could be as high as 70 percent."
Skullcandy is taking advantage of these expectations by launching its new Crusher wireless headphones. Preorders for the $199.99 devices have begun, and the product will be shipped out in late October.
It's not enough to simply sell wireless headphones, though, Paschel said. The transition to a wireless future must go hand in hand with new features. For Skullcandy, that means creating sound projection that listeners can feel, almost as if they were in a movie theater, and continuing to draw new customers in with better headphone offerings.
"We definitely see wireless continuing to gain share and we see these products as the way of the future," Paschel told CNBC. "It's where we will spend the majority of our extensive in-house engineering and product development resources."