Yesterday (September 9, 2024), Apple held an online event to make a number of announcements about their next generation of iPhone, Apple Watch, and AirPods.

Having shared that Apple was rumored to be launching a 'Hearing Aid Mode' earlier this year, we watched with great interest to see if this rumor was going to become true, and what this technology would potentially look like.

As predicted, Apple discussed their new AirPods and introduced three new hearing-related features.

This included:

1. Active Hearing Protection – a built-in defense mechanism to minimize loud sounds focused on protecting the hearing of the user

2. A clinical-grade hearing test feature based on pure-tone audiometry that users can take themselves through an iPhone or iPad.

3. Over-the-counter (OTC) hearing aid mode features that allow users with mild-to-moderate hearing loss to use their AirPods to support them in challenging listening environments.

These features have not yet received FDA clearance but are expected to be available as early as next week.

What Will Apple's Over-The-Counter (OTC) Hearing Aid Features Be Like?

At this stage, it's unknown, but the clear definition is that Apple's Hearing Aid Features will be classed as an over-the-counter (OTC) hearing aid.

These types of devices have been available since August 2022 when the FDA finalized regulations, creating the ability for consumers to purchase devices over-the-counter that they could fit and program themselves for amplification.

Brands such as Sony and Jabra launched their over-the-counter devices, and based on our experiences, there has been a mixed response, with many people realizing that the devices didn't meet their needs or their expectations.

Given Apple's reputation, you would expect their technology to be better than the previous options on the market, as it will be powered through their existing AirPod hardware, but time will tell.

Although this technology has not yet been FDA-approved at the time of writing, the biggest concern I have at this stage is how clear the over-the-counter label will be. Apple's current website (at the time of writing this) describes this new feature as a 'clinical‑grade Hearing Aid', and there appears to be no mention of 'over-the-counter (OTC)' on the webpage, which could lead to confusion.

What Does This Mean for The Future of Hearing Care?

For much of my career, one of the biggest challenges of the hearing care industry has been that many have their eyes tested and get an annual physical, yet hardly anyone regularly has their hearing tested.

Apple's entrance into the hearing care market is going to change that.

With every iPhone user soon having the ability to conduct a basic hearing test through their cell phone, it's going to result in millions more people having the ability to easily evaluate, monitor and become educated on their hearing abilities.

Based on my experience, many people believe their hearing is normal, and it's only when they have their hearing tested that they realize just how much they have been missing. Apple is going to highlight this to more people and normalize the treatment of hearing loss.

Their 'Hearing Aid Feature' (if FDA-approved) will also serve as a great way for individuals to utilize some of the basic benefits of better hearing, which will naturally have those that need further assistance seeking a full-time solution.

In Summary

Although this news moves fast, and this is a live reaction, Apple's 'Hearing Aid Feature' launch is going to help shine a spotlight on the importance of hearing healthcare, which is what we have wanted as an industry for decades.

The only concern is the potential confusion that will be caused by individuals believing Apple has launched a 'Hearing Aid' rather than an over-the-counter (OTC) solution, which could result in people incorrectly treating their hearing challenges or not fully understanding the solutions they require.

If you have any questions about what this means for you, our team is here for you.

Thanks for reading.