Same way they cant compete with Intel that basically monopolized PC`s for the past 30 years , oh wait.....
You fail to understand something about Apple , they can and are getting the best minds in the business (whatever that might be) , the ONLY competition regarding pay is from the other tech giants (FB Microsoft and Google on SW and Amazon and to some extent Nvidia on HW) , how can Bose compete with Apple for the brightest in the business ??decades of R&D is already a known quantity , what happened a decade ago in any R&D intensive field is already common knowledge and a baseline for everyone that are competing.
Also Bose/Sony are not a good example for quality headphones , they are the prosumers headphones.
Go read some audio forums , Apple are doing great with the homepods in regards to quality and price , but yha a 2 trillion dollar company that worked 4 years (according to recent post in this site) on a product are just doing a PR stunt and wont compete with Bose.... yha.... OK.