It depends on what you're looking for – if you want easy pairing with your iPhone, you can't go wrong with Apple or Beats headphones. But if you're looking for pure audio fidelity, you're better off looking at competitors like Sony and Bose, though the AirPods Max sound very good indeed.
Because all of the Apple AirPods are more expensive than a lot of their competitors, budget is a big consideration here too. Although we do think most of the AirPods are great value for money, you will find similar audio quality, designs and comfort in headphones that are significantly cheaper.
If you know you want to buy Apple AirPods but you're struggling to decide between AirPods models, our Apple AirPods vs AirPods Pro guide should help.