Southport-based iFi Audio has announced a new compact and portable lossless Bluetooth transmitter called the UP Play Max, which provides an instant upgrade to the Bluetooth capabilities of any USB-C device and offers a choice of audio codecs and features for music, gaming, and productivity.

The USB dongle has a built-in microphone featuring Qualcomm’s cVc noise suppression technology to make phone calls and in-game chat clearer. The company says the UP Play Max features natural-sounding audio enhanced by K2 Technology and can even connect a second pair of headphones for sharing music.

The range of Bluetooth audio codecs provided by the offer includes aptX Lossless for CD-quality audio over Bluetooth, plus a dedicated low-latency mode for lag-free gaming and movie watching when using wireless headphones.

Apple’s iPhones improve each year, but wireless audio remains limited by Apple’s lack of native support for hi-res codecs. iPhones support AAC, but more advanced codecs like LDAC and aptX Lossless are not supported.

The UP Play Max offers a way of unlocking higher-quality Bluetooth audio performance for Apple users. Its aptX Lossless compatibility provides up to four times the detail in audio from services such as Apple Music, Spotify Lossless, Qobuz, and others.

While the UP Play Max can overhaul an iOS device, performance and compatibility enhancements for Android devices have not been overlooked. Most Android phones support the LDAC codec, but support for other codecs varies, and brands often align with specific codec developers—limiting compatibility for any single device.

With iFi’s UP Play Max, a single plug-and-play dongle upgrades a phone’s capabilities, giving users access to a full range of hi-res codecs. For listeners who have stepped into the world of Lossless Bluetooth DACs—such as the xDSD Gryphon, GO pod, or NEO iDSD 2 — the full capabilities of those DACs can now be unlocked wirelessly.

Digital masters can often lack the warmth and richness of analog recordings, producing a sound that feels cold and harsh. K2HD Technology is designed to restore missing high frequencies by recreating natural harmonics, capturing the essence of the original master tape.

The UP Play Max will also support Auracast compatibility via a forthcoming firmware update. In the past, sharing Bluetooth audio meant splitting a single pair of earbuds between two listeners. Auracast solves this problem by offering a fast and easy way to broadcast Bluetooth audio to an unlimited number of listeners.

Anyone with a compatible pair of headphones can join the transmission on the fly, without needing passwords or pairing processes. With a single UP Play Max, a user can share their audio with unlimited people nearby as long as they are within range.

For those who don’t have Auracast-compatible headphones, the UP Play Max still offers a way to share a connection. The device can connect simultaneously to two pairs of headphones or earbuds using the standard SBC codec without syncing issues or compromised sound. Users simply connect, press play, and share their music and movies.

One area where Bluetooth audio can fall short is latency. Watching a movie or playing games with out-of-sync audio is highly off-putting. iFi’s UP Play Max includes a built-in low-latency mode, accessible via the aptX Adaptive codec and activated through the iFi Nexis app. When engaged, this mode keeps sound and picture perfectly in sync.

The microphone built into the base of the UP Play Max ensures clear hands-free phone calls thanks to Qualcomm’s noise and echo suppression technology.

Finally, the UP Play Max is powered by iFi Nexis—iFi audio’s mobile application that unlocks additional features and keeps your device updated. The app lets users control paired devices, manage active codecs, toggle K2 Technology and Auracast, and enable low-latency mode. It is also used to apply over-the-air firmware updates and is available on both the App Store and Google Play Store.

Pricing and Availability:

The UP Play Max is available to purchase at ifi-audio.com and authorised dealers priced at $89 / £89 / €99.