I currently have a pair of Bose QC20 (their in-ear noise-cancelling earbuds). I'm pretty happy with them, but they were really expensive at $250. If Apple's were noise-cancelling and able to compete with Bose's tech (they're rated the best [1]), they'd be a deal.
But as it is, they're not.
Maybe a firmware update, maybe they're negotiating tech/patents with Bose, maybe the next iteration...
[1] http://thewirecutter.com/reviews/best-noise-cancelling-in-ea...