AirPods are Apple’s line of wireless earbuds. Their sleek design makes them stand out when worn around, and a large part of their popularity is due to Cialdini’s theories of social proof and liking: because a lot of other people (and celebrities) are seen wearing AirPods, it plants the idea in people’s minds that maybe they should invest in them as well. Since a lot of people also own other Apple products (e.g. Macs, iPhones), having AirPods (instead of earbuds from a different brand) is a consistent behavior that feels natural.