I think this is actually a fantastic place for Apple. I'm happy to trash Apple where appropriate and I've got plenty of complaints. I think Apple does it's best when the integration of hardware and software is really important and there is a very low tolerance for, I won't say bugs, but issues. They're headphones. I want to put them on and they need to make noise. I'm not dealing with connectivity issues, battery iss…
I expect that the $550 AirPods Max will be exceptional, and comparable in quality to my desktop headphones, which will be an achievement for anything portable and wireless. The flatpack case solves the non-portability of the Beats (which have a case the size of a watermelon), and they've removed the logo and reconstructed the earcups to not get tangled in long hair.
That's the kind of improvements I expected from Apple, and they appear to have delivered, at a price point that's about what I would expect for something that delivers impeccable audio (and sets them up for $150/$350/$550 market segments). The Studio beats are great, but these will be better. My biggest fear is that they'll be better than my desktop headphones. Works for me.