Dive Brief:

• A CES this week, Sony revealed a new model of the iconic Walkman that retails for $1,200. 
• The NW-ZX2 Walkman comes with high-resolution playback and Bluetooth-connected headphones. 
• The reveal is a high-end version of the Walkman released in 2013—after the cassette-playing version was retired in 2010. 

Dive Insight:

The sticker shock might turn off many, but Sony isn't likely pursuing the majority of consumers with this new version. The device might even have been a plot to grab attention at CES, a convention where it's nearly impossible to be noticed anymore. Regardless, there still might be some audiophiles that will enjoy the Walkman—especially if they were old enough to have owned the cassette version.