From head-fi.org:
Apple has clearly aimed for a more high-end audio profile on these. Where the Sony XM3's and XM4's are very dense, v-shaped in-your-face/head kind of audio which tends to bring the lower frequencies into focus that tends to overshadow the mid's and high's the Apple AirPods Max tries the achieve the complete opposite. They try to offer a very wide soundstage, they try to sound very spacious with great clarity.
I prefer the Bose NC 700 over the Sony XM3's back in the day because I don't really enjoy v-shaped audio profile. I tend to prefer stereo separation and clarity over dense and deeper/darker sounding ones. The Apple AirPods Max are leaps above and beyond the Bose NC 700 in this regards as well but for me, these aren't really comparable to the Sony's as they differ so much in their sound profile so if you are one that tends to prefer a more dense and in your head sound profile you won't really enjoy the AirPods Max and if you are one that enjoys and prefer a wide soundstage with great separation and clarity there really is no contest here.
And:
It is quite funny what Apple did. They managed to make an ANC headphone version of the old B&W P7W. Not even B&W themselves managed to do it.
So Apple really has hands down the best ANC as it has minimal impact on the sound quality and it sounds like a non ANC headphone.
I think if Apple included an EQ, then you can really dail it in to get it more close to the B&W P7W.
And a reply to that last post:
It's funny that you say that, as Apple's VP of Acoustics is Gary Geaves, who they hired from B&W, where he worked for nearly 16 years, including 7 years as B&W's Head of R&D.
That's how Apple managed to do what they've done here. Apple's audio team did not come from their Beats acquisition. It's a completely separate team they built up internally by hiring impressive people from across the audio industry.