Sony XM4 arent magic. I had the XM3. The touch-controls were wonky. It had bluetooth pairing and app issues. Most annoying though was that the microphone quality was horrendous. (It was also hamstrung with single-device connectivity, though thats been changed)
Apple doesn't chase the 99th percentile of absolute audio, video, picture, technical performance.... what they do right is 95% of performance, and 100% usability.
This is why companies keep copying Apple products on looks, tries to beat them in specs, but in the end still falter.