For better or worse Bose is the most recognized name and standard in noise cancelling over-ear headphones. They are also overpriced, like a lot of Apple products - so this market seems right up Apple's alley. I have no doubt that Apple can make a much better set than Bose (or Sony) does and sell it at the same or a slightly higher price ($350-$400) and still make a hefty margin.
ANC is essentially software, and companies that make headsets generally don't know dick about software. Apple is in a unique position here since they have experts at both. In my opinion, they will take the market from Bose (and I guess Sony) overnight without even trying.
Noise cancelling over-ear cans that compete with Bose is kind of what the studio3's are for - even though they fall somewhat flat. Don't understand why Apple would want to compete with itself here. I suppose the difference in target markets (kids vs. older businessmen) could account for that - I haven't seen any frequent fliers wearing a suit in first class with Beats (I doubt they would be caught dead with them), they ALL have Bose.