Here's another Chinese review. Basically it sounds really good, but it's so subjective I don't think you will see many YouTuber/reviewers going out of their way to proclaim APX is better or worse than any of the high-end headphones. That would just be basically inviting trouble and flamewars to their channels. However for something more measurable, like ANC and mic sound quality, they all give it a pretty high remarks.
For ANC, comparing to Bose 700, at office setting with noise level ~45 dB, both perform very well as expected. Once it's moved to outside busy street with noise level ~ 60 - 70 dB, APX clearly pulls ahead in that situation. You can take a listen from the clip below. It was pretty clear.
Another thing they are all amazed with is the built-in 18 sensors on APX. Using built-in H1 chips on each side, Apple is able to do real-time computation with all these sensors to produce near-perfect acoustic sound based on continuous sensor readings. So for example you can have one side of ear with not-so-great fit, wearing a glasses, a hat...etc but APX will take those into consideration and produce balance sound on both sides. Similar to AirPods Pro but APX takes that to another level due to the additional sensors.
Anyway I don't know much about audio or headphones but seems like Apple is doing its software/machine learning magic again to achieve something that was for a long time thought to have physical limit, almost like the portrait mode on the iPhone when it first came out. As for the price, everyone agrees that $550 is expensive, but again Apple sells a $489 Hermes watch band is $550 APX really that expensive? Obviously Apple understands the market better than anyone and knows the segment they are targeting. If you want the latest and the greatest it's not going to be cheap, but you do get something that's truly cutting edge. Maybe that's worth the ticket of admission. Who knows?
Wow. It really seems like Apple’s silicon + software expertise is showing itself here (possibly in combination with better quality mics etc). The difference in ANC versus the Bose is quite impressive.
Man, if when the real reviews it hit turns out that the price is actually justified, then these headphones might be harder to get than a PS5. Glad I said “**** it” and pre-ordered 20 minutes after the announce!