I heard it today at the Apple Store and I can understand why people would like them. Noise cancelling is pretty good, but the sound wasn't worth £200-300 (I think it's £280?) I thought as a fashion accessory, they aren't too bad. I'd think the white version would look much better. The sound was rather typical. Lots of midbass, ok mids, and lack of treble. It had a slightly fun sound to it, but again wasn't worth the amount of money.