Great competition to sony and bose,their ANC is quite something on in ears, on headphones it should do way better, might be tough for earphones with wire since bose and Sony perform worse in those than in headphones, inconsistent anc.
EQ is nothing new, but amount of bands you can use to flatten the output to reference flat or room stereo simulation curve matters as no audio device comes with those sound profiles preloaded, not to mention opinions may vary...

I thought this is another version of sennheiser momentum. This is very much like copied from it. Isn't apple supposed to be original/innovative?