personally I haven't heard the A30 series yet,but i do own six other Sony Walkmans and they all destroy anything by Apple as far as sound quality and user friendly options are concerned (i.e. Apple forces you to use their proprietary codecs whereas with a Sony Walkman you can play almost any kind of media file in existence -including itunes files so that if your current music library is ALAC or m4a files they will play on a Sony Walkman)
with a Sony you get EQ you can customize (3 different custom settings as well as presets) whereas all the Apple products only come with preset EQ selections you can't change (and having heard the iPod's deepest bass setting it doesn't even match a Sony's +1 bass setting,as i listen to a lot of electronic music clear distortion free impactful bass is a crucial feature for me) - also the Walkman is a dedicated music player whose battery life will last between 30-50 hours depending on what kind of files you are listening to,how loud the volume is,and how many features you are using (on the A-10, A-20 and A-30 series) meaning you don't have to recharge it every 24-48 hours like a phone.personally i don't use any other feature other than EQ and ClearBass with my Walkman players and have always found the added bells and whistles to be more of a distraction than useful,the Sony house sound is warm,full and alive.not cold or digital whatsoever.
and while i'm not a fan of Apple, the iPhone/iPod sound quality is not bad. it's just not great imo. but personal tastes differ, that said though every one of my friends who listen to music on their iPhones or iPods who have heard any of my Sony Walkman's have always been impressed by how much better the Walkman players sound (a few have even gone out and bought a Walkman afterwards).
if you are in the U.S/ and buy an A30 from Amazon you'll have 30 days to test it out and if you find you don't like it you can send it back,but be sure to order the A30 player from BuyWiseCorp as they sell with the English language menu option version (i guess at least one customer ordered from a different seller on Amazon and got the Japanese version of the player which does not have English in the menu). and so far he is the only one to give the A30 a 'bad' review (actually it wasn't a review,just him pissed off he got a Walkman he couldn't program as he doesn't speak Japanese.lol
this way you have the month to decide if you like the player enough to keep it,which i have a feeling you will.
the only reason I don't own an A30 is because all six of my older Walkmans all still work fine (i have four DAPs one mp3-cd Walkman as well as a oldschool MiniDisc Walkman and love them all). so am I biased towards Sony? absolutely but with good reason.they sound amazing and last forever if you take care of them.
here is the link for Amazon. https://www.amazon.com/SONY-Walkman-NW-A35-charcoal-black/dp/B01LYFB9QR