The easy switchover between Apple devices is more useful for some people than others, but I value it greatly as I'm frequently switching between 3 devices at home. Tried to go with new Sonys a few months ago and the inconvenience was surprisingly annoying. Went back to APM.They're pretty good, but the main selling point is their integration with Apple devices, and the control system. The single button and crown/dial is s really nice, uncluttered set of controls. I hate "touch sensitive" controls on headphones.
That and the fact that they're NOT plastic. Otherwise, they're in Sony XM4 or XM6 territory, but with better transparency overall.
As over-ear headphones, the B & W are probably better, but the APM are handy because they're instantly recognised and enabled across all your Apple devices.
I wouldn't change much on the APM as I really like the fit over the ears compared with other headphones, but I sure would have made them lighter and changed the mesh design. There are obvious improvements to be made there. Don't mind about the EQ at all, but seems like giving the option would improve sales.