I'd argue it's about the same, maybe slightly stronger focus on build quality. Bought the studio buds plus and they don't hold a candle to Airpods.

Gee I wonder why Beats doesn't have a direct competitors to Airpods?

Before the Apple acquisition Beats were ridiculed as being overly bassy and fashion focused. Post Apple acquisition they’ve at least gained a comparative reputation for sound quality. And they fill the sports segment of Apple’s lineup that Apple themselves don’t want to.