The best sounding Wireless Headphones out right now, and I've tried them all as headphones are my hobby, are the Dali iO-6, Sennheiser Momentum 3, Shure Aonic 50, and NAD Viso HP70. The most expensive of these is the Dali iO-6 @ $499. Dali is a Danish Speaker company that has years of experience making award winning speakers. They created their headphones strictly for those who wanted audiophile sound on the go. It has little to no features and very weak ANC. The Sony XM4 is a step down from these 4 when it comes to sound. However, as you stated, they are currently the highest rated Wireless ANC headphones out due to their combination of price, best in class ANC, comfort, features, battery life, and excellent sound that can get close to the top tier I listed with the EQ in it's app. I have the XM4 and love them. Purchased them for $270. I won't immediately criticize Apple on the price as I haven't heard the Max yet. But at $549, they have definitely priced these in Audiophile territory. The early reviews will definitely let me know if Apple really focused on sound, the primary reason I purchase headphones, or, if this is just a money grab from celebrities and hard core Apple fans. I love Apple but will be really disappointed in them if these don't sound amazing. The sad part is, most will buy for status so there will be no pressure for Apple to improve if they are mediocre. Hoping for the best.