I've spent a few hours with the QuietComfort Ultra and here are my initial thoughts:
Comfort is fantastic. The single biggest problem I have with other ANC headphones in my collection, namely Apple APM and Focal Bathys is long term comfort. Having logged thousands of travel hours with the QC line (2/15/25/35/35ii) I was really disappointed that the NC700 fit me so poorly. About the best alternative I had found was the Sony XM3/4 but, neither fit me as perfectly as the Bose QC line. My wife had the heater cranked last night and even after two+ hours there were zero hot spots and no excessive heat around my ears.
ANC is great but also too early to tell as I have yet to fly with them. In the standard tests, dehumidifier, bathroom exhaust fans, and background television noise the QCU performed perfectly. There was no audible hiss, nor any odd pressure sensation either.
Transparency mode is the closest I've experienced to the Apple APM, which is to say extremely good. I didn't detect any type of audible noise floor and both voices and other ambient sounds came through without any obvious processing.
The microphone(s) seemed work just fine, granted I only tested them in a relatively quiet environment. Seeing as these will primarily be used for air travel the microphone is not really a hue buying point for me, however know it works well is definitely a plus.
The controls are serviceable but not my favorite. Specifically I dislike the 'touch slider' used for volume and activating the 'shortcut'. I'll probably get used to this, but I see no real tangible benefit over physical buttons.
As for included accessories, the case is compact, and holds the included cables which... are not great but also will probably rarely see the light of day. No complaints here.
I like the app a lot. Everything is straight forward and easy to setup. Would have preferred a more advanced equalizer? Maybe, but in all honesty I doubt I would invest a ton of time in it as these are not really critical listening cans.
The sound... is fine. I agree with
@angelom, out of the box there is too much bass for my tastes which I have eq'd down -3 (db?). Otherwise I have no real complaints about how these sound. Are they PX8 or Bathys level? No, but they are also far cheaper and I don't really see the Bose target audience as being the audiophile community. I actually enjoyed using the Immersive Audio mode far more than I thought I would. Having used Spatial Audio on the APM I sort of knew what to expect but, for some reason I assumed the experience would be far worse on the Bose; it was not. For live/classical recordings I think it does what it sets out to do. Will I used it all the time? Probably not, but I can see using it for certain types of music and movies.
While it's probably too early to draw any conclusions so far I'm very happy with this set of headphones. They aren't as luxurious as the PX8, don't sound as amazing as the Bathys, don't have as comprehensive of an app as the XM4, and aren't as integrated into the Apple eco system as the APM. Having said that, for my use case, I think these will be the best option for long haul flights as they are compact, extremely comfortable, dead simple to use and sound good.