Yeah, this. They're not trying to take over Grado's market, they're trying to sell more stuff to people who have already bought heavily into the Apple ecosystem and value comprehensive and simple functionality.
For example. I own Sony MX3s. They have decent sound and great ANC but the use is massively frustrating. Swipe controls don't work, the app sucks, pairing with multiple devices is a nightmare. But I keep them for planes, and use my AirPods pro for everything else.
If these headphones have sound and ANC at least as good as my MX3s, and in addition have the standard Apple package of features (insta-pairing with multiple devices, tightly integrated with iOS and Siri for effortless feature control, best in class microphones for voice calls, etc. etc., plus looking cool) I'll buy them and give the MX3s away in a heartbeat.
(Though... how do they charge? Its not clear anywhere I see...)
For example. I own Sony MX3s. They have decent sound and great ANC but the use is massively frustrating. Swipe controls don't work, the app sucks, pairing with multiple devices is a nightmare. But I keep them for planes, and use my AirPods pro for everything else.
If these headphones have sound and ANC at least as good as my MX3s, and in addition have the standard Apple package of features (insta-pairing with multiple devices, tightly integrated with iOS and Siri for effortless feature control, best in class microphones for voice calls, etc. etc., plus looking cool) I'll buy them and give the MX3s away in a heartbeat.
(Though... how do they charge? Its not clear anywhere I see...)