It’s both. Marketing and positioning has a synchronous relationship with how the product is designed and therefore what technologies it requires. Viewing these aspects as isolated concepts isn’t correct.

iPods? iPhones? Smart watches? And earlier, desktops and laptops? Apple’s entrance into all of these categories essentially created the category (for the pedants, yes I know the categories technically existed, but you know it’s not what I mean). By definition, the first mass-market product in a category is cutting-edge.

I’m old enough (sadly) to remember the pre-iPod days. The iPod wasn’t an iteration on the existing mp3 players. It was cutting-edge enough that it birthed a new type of product. Same is true for the iPhone, and the same may be true of this headset.