Small Device, Big Impact
Apple’s Role in the Hearing Aid Market
Shujah Dasgupta
Vice President, MedTech,
CitiusTech
Ajay Kumar
AVP & Client Partner, MedTech
CitiusTech
Nov - 11
Article
Small Device, Big Impact: Apple’s Role in the Hearing Aid Market
A few years ago, BBC posted a heartwarming video of a baby hearing his mother’s voice for the first time. Clearly, technology has made strides in the right direction. But hearing loss is far more than silence. It carries health risks like tinnitus — a relentless ringing—and can even lead to dementia. Whether they are born with it, lose it gradually due to infections, or for a multitude of other reasons, millions live with hearing loss. More than 5% of the global population—about 430 million people, including 34 million children—currently face disabling hearing loss. By 2050, this number is projected to rise to over 700 million and that means 1 in every 10 people all over the world will be affected.
However, there is another part to this story: mild to moderate hearing loss. Here’s the catch—people in this category rarely seek help. They find loss is not severe enough to spend thousands of dollars on. But at the same time, it is significant enough to affect their quality of life. And that’s not the end of it. Research from John Hopkins found that mild hearing loss doubles the risk of dementia and moderate hearing loss triples it!
Misconceptions prevent people from getting aid
Only one in seven Americans with hearing loss use hearing aids. Often, people think their hearing "isn't that bad," not realizing that waiting can lead to isolation and health risks. Some worry that using hearing aids signals old age or that the devices are bulky and unattractive. Consulting an audiologist can be expensive as do the hearing aids. While hearing aids may take some adjustment, the benefits are immense—helping people reconnect with loved ones and stay engaged in life.
Addressing misconceptions and real challenges around hearing aids, Apple introduced a groundbreaking product approved by the FDA. Apple’s new over the counter (OTC) hearing aid software for mild to moderate hearing loss works with AirPods Pro and iOS 18 devices. It offers features like noise reduction, volume control, and a five-minute hearing test. Users can buy and set it up without needing a prescription or audiologist. It’s a more affordable alternative (Priced at $249) to traditional hearing aids, which cost anywhere between $1,000 to $6,000. Apple is expected to significantly disrupt the $4.94 billion hearing aid market, potentially accelerating its projected growth to $11.54 billion by 2032.
Does Apple measure up to traditional hearing aids?
Traditional hearing aids capture sound through microphones, amplify it, and use advanced algorithms to enhance speech while reducing background noise. Sound is processed based on the user's specific hearing loss, tailored by an audiologist for optimal clarity. Each device is custom programmed to meet the user’s hearing needs at different frequencies.
Apple’s AirPods use microphones and the H2 chip for computational audio. They process sound in real-time, adjusting based on environmental noise. Through the iPhone, users can customize amplification and sound filtering, but they lack the precise, personalized tuning of traditional hearing aids.
Functionality and Customization
AirPods Pro 2 offer basic hearing aid functionality, while clinical hearing aids are specialized devices. AirPods provide limited customization and self-fitting, whereas hearing aids offer professional-level fitting, advanced frequency adjustments, and features like tinnitus management and multiple directional microphones for precise sound targeting.
Performance and Battery Life
AirPods last 4-6 hours per charge, while hearing aids provide 12-30 hours. Traditional hearing aids also have superior noise reduction, feedback cancellation, and waterproofing (IP68 vs. AirPods' IPX4). AirPods handle mild to moderate hearing loss while hearing aids cater to all levels of impairment.
Support and Compatibility
AirPods are Bluetooth-compatible, optimized for Apple devices, while hearing aids work with both iOS and Android and offer telecoil compatibility. Hearing aids come with ongoing professional support, whereas AirPods do not. Apple’s restrictive API limits third-party developers from adding advanced features like custom sound profiles or noise reduction.
What's next for hearing health?
Apple’s AirPods Pro 2 with hearing aid functionality is just the beginning of a broader push into hearing health tech. Future iterations and innovations may focus on boosting battery life to rival traditional hearing aids and expanding AI-powered sound processing for better noise cancellation and speech clarity. Apple could also break free from iOS exclusivity, allowing Android users to access these features. Integration with biometric sensors might enable in-ear health monitoring, and deeper connections between Apple’s ecosystem devices could deliver holistic health insights. This evolution could spur regulatory changes, making consumer tech-based hearing aids more widespread.
While at this stage, Airpods are not ready to replace the far superior traditional hearing aids, especially for severe hearing loss, the impact is indisputable. The biggest change is that Apple is normalizing the use of hearing assistance through everyday tech. By integrating hearing aids into a widely accepted consumer product, Apple could reshape perceptions, making hearing health more mainstream and less stigmatized. This could encourage more people to take proactive steps in addressing their hearing needs.