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Sony WH-1000XM4 Wireless
JBL Live 770NC
The Sony WH-1000XM4 Wireless have better noise isolation than the JBL Live 770NC Wireless. The Sony headphones support more codecs, like the high-resolution LDAC codec and AAC. Both have excellent app support, including equalizers to adjust their sound to taste. The Sony are better built and comfier, meaning they're likely the better choice for most people. However, the JBL have a notably longer battery life and more comprehensive controls.
Sony WH-1000XM4 Wireless
JBL Live 770NC
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Sony WH-1000XM4 Wireless vs JBL Live 770NC: Main Discussion
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As far as sound quality, one important thing to point out is that the JBL has a parametric EQ and the Sony has a limited band graphic EQ starting at 400 hz. Much of the difference in natural sound is in the bass response from 20-120hz which also is commonly the spectrum area most susceptible to personal preference differences. The fact the EQ for the Sony cannot be adjusted in the range below 400 hz introduces a major limitation in fine-tuning the frequency response to one’s person preference. The JBL app also has the personalized adaptive EQ that tests your hearing similar to HearID on Anker products which can be especially helpful to older users who’s hearing has diminished with age.
While the Sony offers a clear benefit in far superior noise cancelling the JBL offers more than adequate noise canceling for the vast population. Given the current fact the JBLs can be had for half the price and the ability to more finely tune the frequency response, the JBL in my opinion offers a far better value to both the average consumer and the audiophile on a tight budget.
I personally have used the older JBL 650BTC which has 3db less noise canceling in the bass range which is the rumble of an airplane and found them to be adequate for plane flights so the double (3db change is double in volume perception) the noise canceling of the 770NC’s, while falling far short of the Sony’s should offer above average noise cancelling in most environments while giving more fine tuning control of the sound.