Sony Corp. (SNE)  unveiled WF-100X Thursday, a set of wireless earphones that will compete with Apple Inc.'s (AAPL) own wireless AirPods for market dominance. 

The Japanese electronics company will make the headphones available for sale in Europe in September, then follow with a launch in Asia and finally the U.S. at a later date. 

The headphones will feature Sony's proprietary noise canceling technology while allowing users to raise their hands to the headphones to enable ambient noise. 

The WF-1000X will cost 220 euros ($264.71).

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