On September 9, 2024, Apple hosted a virtual event to unveil the latest updates to their product lineup, including the new iPhone, Apple Watch, and AirPods.

Earlier this year, rumours circulated about a potential ‘Hearing Aid Mode’ in the works, so we eagerly tuned in to see if Apple would confirm and understand what they had planned.

As anticipated, Apple introduced their new AirPods and announced three innovative hearing-related features that were soon to be introduced for users of their existing AirPods Pro 2.

This included:

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

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

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

At the end, they announced that this new technology would be available in the United States, Germany, Japan and 100+ other countries. Within minutes, details of the new AirPods appeared on Apple's US website, German website and Japanese website, but have NOT appeared on their Canadian website.

Naturally, with the USA having an 'Over-The-Counter' hearing aid act, it makes it simple for Apple to build a product that fits within these guidelines. Yet, in Canada, no such act exists, which is likely the reason that Apple may have to adapt their technology for a Canadian market.

We'll be closely monitoring this and will keep you updated.

Is Apple's Focus on Hearing Health Good or Bad News?

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

Apple's entrance into the hearing care market could change that.

If every iPhone user soon had the ability to conduct a basic hearing test through their mobile phone, it could result in hundreds of thousands of more people having an 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 do they realize just how much they have been missing. Apple could highlight this to more people, and normalize the treatment of hearing loss.

In Summary

Although this news moves fast, and this is a live reaction, Apple's 'Hearing Aid Feature' introduction is going to help shine a spotlight on the importance of hearing healthcare across the globe, regardless of whether this technology reaches Canada.

There remain a lot of questions, but I'll be your 'ear to the ground' to keep you updated on this news.

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

Thanks for reading.