Music wise, i have always felt that Apple has struggled with giving music its "oomph" for lack of a better word.
That is a great point to bring to the table. During many years Apple has been fighting to prove that her audio files (initially from iTunes Store and then Apple Music) were among the best ones in the world. For some time people has believed and the digital audio experience for all Apple users have been limited by the subpar quality of AAC files in that time.
Apple has limited the audio files to MP3 codec, using 44Hz sample rates at 16 bits or bringing them up to 88Hz while transforming as AAC. The Digital Audiophiles around the world were listening to 192Hz sample rates at 24 bits. SoudGirls has a good graph that shows whats the difference between these standarts:
The magenta curve shows a sound wave as it is, generated by an analog source. In black you can see how the squares from digital world struggles to replicate it in the bit matrix. Can you see the difference between each one? As higher the sample rate, the smoother the digital curve will be. So the digital audio can get closer to analog audio wave form.
Recently Apple has publicly accept the true and stated that all of her catalog in Apple Music would be in lossless format.
Lossless format means that the digital audio files were converted from analog source (recording tapes for instance) to digital audio using a high quality ACD (Analog to Digital Converter) that applies a high sample rate in the process. The industry standard is 196Hz at 24 bits for lossless audio.
The actual confusion is that Apple doesn't have planned to play such high quality files through the existing products.
All AirPods and all Beats can't handle more than 48Hz at 24 bits. iPhones and iPads can send the digital files out trough USB adapters to be decoded using external DACs (Digital to Analog Converter). The recent Macs (from 14" MBP) can decode higher sample rates but it needs an analog headphone to output that.
So the fact is that no Apple audio product can handle lossless audio.
But this does not means that you are getting half of the joy!
As Apple has pushed her engineers to design the best audio experience possible using such subpar quality files, Apple's products are highly optimized to them. So the experience is incredible rich. Even the toughest Audiophiles would at some point that Apple's AirPods Pro and AirPods Max are a pleasing experience.
Apple has its own tricks. And they sound good enough.
I'm wondering what Apple might do in the future with her headphones suporting lossless audio.