Dyson, the British engineering firm known for its bladeless fans and bagless vacuum cleaners, has announced a new air purification system that promises to operate in near silence. The device, called the Dyson Purifier Quiet, uses what the company describes as a “revolutionary” filter technology and a redesigned airflow system to cut noise levels by up to 60 percent compared to previous models.

At a press event in London on Tuesday, Sir James Dyson himself presented the new machine. “People want clean air, but they don’t want noise,” he said. “With this, you can have it both ways.” The Purifier Quiet is the first product to use Dyson’s new “Acoustic Diffuser” – a series of baffles and channels that break up airflow turbulence before it becomes audible. The company claims the device operates at just 27 decibels on its lowest setting, quieter than a whisper.

But how does the new filter work? Dyson’s engineers have developed a “H13 HEPA filter” that they say captures 99.97% of particles as small as 0.3 microns. The real innovation, however, is in the “Carbon-Zinc pre-filter.” This multi-layered material is designed to absorb volatile organic compounds (VOCs) and ozone – common pollutants from cleaning products, cooking, and outdoor smog. The company says the pre-filter lasts twice as long as standard carbon filters, reducing waste.

We spoke to Dr. Alice Webb, an air quality expert at Imperial College London, who was given early access to the device. “The silencing technology is genuinely impressive,” she told The British Wire. “But the real question is whether the filtration performance holds up at lower fan speeds. In my tests, it did. The clean air delivery rate (CADR) is comparable to much noisier units.”

Dyson’s move comes amid a boom in the air purifier market, driven by growing concerns about indoor air quality and pollution. The global market is expected to reach $30 billion by 2028. But critics argue that many devices are overpriced and underperform. The Purifier Quiet will retail at £599, placing it in the premium segment.

We asked Dyson about the cost. “We invest heavily in R&D,” said Tom Crawley, Dyson’s Head of Environmental Care. “This is not a commodity product. It’s engineered to last and to perform.” The company points to its warranty – two years for the unit and three years for the filter – as evidence of durability.

However, not everyone is convinced. Some consumer advocates have questioned whether the benefits justify the price. “A £600 air purifier is out of reach for most families,” said Sarah Jenkins from Which? “There are effective models for a fraction of the cost. The question is: does the silence add enough value?”

Dyson’s answer is a clear yes. The company says the new system is ideal for bedrooms, nurseries, and open-plan living spaces where noise can be a disturbance. The device also includes a night mode that dims the display and limits fan speed to the quietest settings.

The Purifier Quiet will be available from April 1st online and in Dyson demo stores. The company expects it to account for 15% of its air purifier sales in the first year. For now, the market will watch to see if the technology can deliver on its promises – and if consumers are willing to pay a premium for peace and quiet.