This is nothing new. Every Wireless ANC headphone gets compared to Sony and Bose, including "higher end" models. B&W, Sennheiser, B&O, Master & Dynamic, Dali, Shure, you name it, you go to any review site that's reviewing these headphones and usually Bose and Sony come up, especially Sony. Why? Because as of to date, the Sony 1000XM4 are the highest rated and most recommended Wireless ANC Headphone on the market. It's pretty much unanimous on most all reputable review sites including YouTubers and Rtings. They're one of the few headphones out that actually perform well across the board. They have excellent sound although a little bassy, an exceptional battery life, excellent comfort, the best ANC on the market, a truck load of features including Transparency, Awareness Mode, Speak to Chat, Optimization, Ear Analysis, and on board EQ customizable through the app. They also have a good microphone that is improved over the XM3, and a great case for travel and portability. And you get all of this for $350 to $269 depending on if they're on sale. It's only fair to compare the Max to those specific headphones. Bose is one of the oldest players in the ANC game. They technically started it. They will always be mentioned. Believe it or not, there are people who aren't Apple loyalist who want opinions on what's the better buy. If reviewers have tried both and feel that the Max at over twice the price of the XM4 aren't worth if for what they feel it brings to the table, they should let consumers know. I love Apple, but I'm not ONLY Apple, and I always weigh the value of a product Apple releases. Saying well, because Apple priced these headphones at $549 I should only compare them to other "high end" brands, that just doesn't make sense in my opinion. Especially when a "lower point" brand like Sony is the market leader even over these "high end" brands.