Comparing Apple to Bose is utterly ridiculous. Apple charges a premium for a premium product. Bose charges a premium for absolute junk.
The problem is, most consumers have no idea what good sound is. It's the same reason why TV stores set their all TVs in VIVID mode with all the colors out of whack, crushed blacks, pumped saturation. Picture quality is absolutely horrendous yet it makes people buy TVs.
Bose takes $2 drivers (not an exaggeration, they really use clock radio quality parts) and manipulates the sound to fool uneducated consumers. To anyone who thinks Bose sounds good, you have no idea how your music should really sound. It's like putting a ton of make up on a cheap hooker and charging supermodel prices for her.