They will have no awareness what so ever. I will go as far as to say, a lot of them want the Apple look. If we look at Beats, it's about image and it's particular design associated with the life-style people that wears them, which is no different from apparel. And they enjoy music out of it, no matter how bloated the bass is. lol There's a general human nature thing about people enjoying things not for just for functionality or performance, but due to a branding or the looks. We can call it placebo or whatnot, but as quoted from the Matrix, "ignorance is bliss."
We're a certain part of the audio segment, not large like mainstream, so a segment of the market that Apple wouldn't be concerned with. They go for the big pie. Just as Bose did with their marketing.