I have both the QC30 and QC35. I find the QC35s have more effective NC (the mics are definitely set to different frequencies) and sound better, primarily due to the fact that they are headphones. However, the QC30s are less obtrusive, better at the gym, and are easier to transport. I recommend both models, and I haven't always been a huge fan of Bose.
In fact, I have to say that if the airpods don't sound markedly better than the lightning earpods (and early reviews seem to indicate this), then I will probably pass on them because the QC30s and QC35s, though not "balanced" or "neutral" in sound, clearly sound better than the earpods. And this is based on comparing them in a silent room; on the street or in a noisy environment, there would be no contest at all.