I used the Apple earbuds for a good 3 years, then I wanted to try something better. Since the Apple In-Ear buds were another $15 I went and bought them. They did not fit me at all, and they sounded just as bad. DO NOT BUY. So I then went back to using the stock buds for another 6 months while I picked which to buy. It was on a flight to Florida in the back of the plane when I realized I needed better buds. I stopped in at a Bose store in a mall, and bought myself the In Ear ones. I loved them for 2 years, having them replaced 5 times because of breakage. When they recently broke on me again, I did not want to have to keep going through my 3 month headphone cycles, and decided it was time for something new. I went and tried on all the Shure earphones at the Apple store, and the SE110s were okay, but not as good as the Bose, the 210s were better than the Bose, but not quite amazing, and the 310s were AMAZING. I ended up going with the 210s because of my 14-year-old budget, and I am loving them. They took a bit to get used to, but now that I have had them, I have started to re-rip all my music at a higher bitrate because I can now hear the artifacts.
Long story short--the Bose In-Ear are pretty good for their price (much better than the V-Moda's, which my mom uses), and the Shures, while the 110s are not as good as the Bose, spend the extra cash and go for the higher models, and you will love them.