Audio Technica needs a new line of headphones or a refresh, new designs aren't going to cut it, and honestly their older or even newer stuff isn't "iconic" enough to warrant any real hype from new designs. Even if they're using new drivers and a pretty cool changing cup design, it's just not enough. Maybe it's different in Japan, but with Sennheiser, beyerdynamic, akg, and so on releasing new models alongside the ever increasing competitiveness of Chinese brands and other brands they are beginning to become old news.
I've been on this sub for a few years and can't think of any real hype or interest in audio Technica products.
The m50x was hot stuff because a few tech channels lauded them as a better alternative to the popular beats at the time, but they e fallen behind everyone else
Their can jam booth was just old stuff afaik, Shure is in the same spot with needing a refresh but atleast they're releasing updates to some of their headphones and continue to make new anc stuff.
Maybe they need a drop Collab or something.