That seems like an apples-to-oranges comparison. Apple makes (or at least used to make) their own IEMs, which are more directly comparable to Shure. They were

That seems like an apples-to-oranges comparison. Apple makes (or at least used to make) their own IEMs, which are more directly comparable to Shure. They were also pretty good, and competively priced. But they weren't at all the same kind of products as a set of wireless noise canceling over-the-ear cans.