I don't plan to buy it (I have Air Pods Pro and Bose QC35 II and they works well), but if I'm on the market for NC headphones, I would probably pay premium for Apple's, if reviews doesn't find any glaring shortcomings. Why? Because of the small things - switching between active devices on AirPods works very well for me (today I received a phone call by telling my iphone to switch to AirPods even if they're attached to my laptop), automatic detection of the right ear, head tracking (these spatial sound demos sounds amazing and I hope more applications will support it).

These things means more to my average and aging ears than some flashy audiophile names.