The Sony WF-1000XM3 sound better, great sound stage and sound separation. Bass is fantastic. Noise canceling is really good, but I don't use it. Touch controls are customizable but I don't use them either for I'm not that lazy as to not reach my iPhone from my pocket and change a song or rise the volume. I bought it for the sound, I don't care about features, just quality of sound and battery, and the Sony WF-1000XM3 they deliver comfort and great sound to my ears. I can wear them for long time without feeling discomfort, the ear tips are very soft.
The Sony WF-1000XM3 support the AAC and Codec SBC only, and something that all the reviewers forget to mention or don't know is that the iPhone will have to make a conversion from MP3 to AAC to send the data via bluetooth to the Sony WF-1000XM3 and that will kill the iPhone battery faster. All my music is encoded in MP3 320kb and personally I don't care about the battery usage... It's not that noticeable, but people will complaint, personally I only care about sound quality.
Will I buy this earphones again knowing about this conversion that the iPhone has to do from MP3 to AAC? Yes I will! They sound better that the Air Pods Pro.
Apple AirPods Pro should cost no more than $149.00 and the AirPods 2 no more that 49.99.