Great sound will come from the bitrate first.
one of their acquisitions from 2013 I think was a company dealing with digital compression, so I would only assume that the fruits from that would finally appear? I know there have been rumours of lossless files on iTunes for some time now, so I guess they're just fine-tuning the hardware to give the files at least some kind of a bump for the average consumer to feel the difference in compression type.