I think they will equal or surpass the competition too. I've heard the Bose and the Sony and sold both. They aren't for me. The struggle I have with the Max is price to value ratio. I can get a Mobius, Panda or, if I need ANC, a Shure for a lot less than the Max. I am confident those headphones will outperform the Max. As an Apple fan I am frustrated by Apples refusal to adopt LDAC or at least offer a high end codec. In fact, I won't go back to an iphone until they do. I understand that Apples implentation of AAC is considered very good but if I'm spending 550, I want the best. This would have been a great opportunity for Apple to introduce a wireless Hi Res option and show they are serious about audio. Missed opportunity to me. That said if the reviews here say they advance the bar for BT audio I don't mind paying 550.