on the gen 3, it's on the mfd. while the radio is on, down in the corner. these gen 4 questions are gonna take some time to learn.
I had trouble finding it too, but it's right on the main audio screen (and perhaps in other places too): touch the "sound button" in the lower right hand corner.
On my test drive yesterday, I found it on the main audio screen in the lower-right corner, next to the play/pause button. It wasn't intuitive to find, but it offered the same adjustments as on my '07 (bass/mid/treble and front/rear/sideways balance). Now, in my case, the bass setting didn't seem to change ANYTHING. I think they had the subwoofer adjusted up too high in that car - we turned the bass setting all the way down on the screen and everything was still booming like a gangster's 2000-watt rap battle.