The Bose QuietComfort 35 II are getting a nice upgrade from the original model, officially bringing Google Assistant to a pair of headphones. The two companies worked closely to "create a great Assistant experience", one that will cost you $350.

The SoundSport Free feature Bose's digital signal processing and a volume-optimized EQ, and the battery life should last up to five hours for listening, though Bose doesn't make it clear if that five hours is for local streaming, or streaming from a source like Play Music or Spotify from the connected phone app.

Listeners can access the Google Assistant by pressing and holding the headphones' action button on the left earcup.

This is an "exclusive experience" and first integration of the Assistant into headphones, so you should expect other headphones makers to join the party before long.

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Bose provides a list of use cases for Google Assistant: playing songs and playlists, adding appointments to Google Calendar, making a phone call and receiving notifications about texts, events and reminders. But the SoundSport Free are true sports headphones and - despite the higher price - could prove to be a compelling alternative to the AirPods, particularly for fans of Bose's StayHear+ Sport tips and a semi-open design that doesn't require you to jam the tips into your hears to maximize sound quality. Now, the firm is updating them, introducing a second generation which will bring in the power of Google Assistant.

Whether or not you think Apple AirPods look silly, you can't question their popularity.

Once the headphones are paired with an Android device or an iPhone, QC35 II headphone users will get all of the same Assistant features that they can get through Google Home or the Google app. Once linked, Assistant can be accessed via the "action" button on the headphones, meaning the wearer can communicate with Google's virtual assistant without needing to pull out their phone. The Bose QC35 II wireless Bluetooth headphones will keep everything private and convenient. They're available beginning today in black and silver for $349.95.

Bose Corporation is privately held.