I'm talking mainly masonary, but all purpose drill bits as well. I see the reviews for Bosch's drill bits tend vary widely and I hear they are made in China and not meant to be great.
+1 on the above advice. I've used both they seem to hold up about the same. I don't drill much stuff in masonry under 5/8" so I Mainly use our SDS max stuff... But I have a few bits for my cordless for setting small anchors and such. Mostly hilti bits that have drilled a couple of 100 holes.
The only bits I have had bad performance from have been Vermont American. I have always had good performance from Bosch bits in ordinary masonry, SDS plus and SDS Max.