Totally true. What we get with the Apple solutions is the quick-connect convenience, easy device switching, access to features like spatial audio, and a common charging solution with current iPhones. All those are worth something to some people, including myself.
What we absolutely do NOT get is best in class SQ or NR. Not even close.
Even the lowest-end, $99.00 Shure SE215 IEM's blow away anything currently available from Apple for isolation and SQ.
For some situations, like a ZOOM meeting, phone calls while taking walks, or casual podcast listening, I like my APP's for the convenience factor, but when I want to listen to something critically I go to my Shure 848's with AONIC2 modules, or my Sony WF1000XM4 IEM's.
On long flights, I will run the Sony WH1000XM4. NR on the APP's is a joke by comparison.