Qualcomm turns to Wi-Fi to take wireless earbuds and headphones to the next level - The Verge

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Qualcomm turns to Wi-Fi to take wireless earbuds and headphones to the next level
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That's a solved problem. You use an app for setup, like so many other screenless devices.

more apps unique to every device sounds awful lol

Hopefully once it's common enough a standard process arrives. Actually I don't think this will take off without that, else we will need an app for iOS, android, windows, Mac, Linux, several tv OS...

It can also start an adhoc network that you join on your phone, and input the wifi details via the browser, although this is more complicated for the device itself. Lots of low spec/low power devices do that though.