In a groundbreaking development, Apple has received FDA approval to sell its AirPods Pro 2 wireless earbuds as over-the-counter (OTC) hearing aids. This significant transformation of personal audio devices into legitimate hearing aids could greatly impact the emerging OTC hearing aid market, as well as individual perceptions and acceptance of such devices.
During the September launch event for the iPhone 16, Apple shared its plans to introduce various new features for hearing health in its AirPods range later this fall.
Although Apple does not disclose specific sales data for its AirPods lineup, estimates suggest that around 75 million units were sold in 2023, with the AirPods Pro 2 representing approximately 63% of those sales. This positions the AirPods Pro 2 as the leading OTC hearing aid in terms of volume, although not all units are likely to be utilized as hearing aids. Current estimates indicate that the U.S. OTC hearing aid market is below 200,000 units.
Utilizing AirPods Pro 2 as hearing aids could catalyze broader acceptance across the board. As individuals increasingly wear these distinctive white earbuds in various social contexts, it’s probable that societal attitudes towards OTC hearing aids will shift positively.
The Hearing Loss Association of America (HLAA) has welcomed Apple’s market entry.
“While we don’t promote one product over another,” HLAA’s director of strategic communications, Meredith Resnick, expressed in an email to Digital Trends, “Apple’s announcement is thrilling news. This kind of innovation is precisely what we anticipated from the opening of the OTC hearing aid market, providing consumers with more choices.”
Resnick further emphasizes that the popularity of the AirPods Pro 2 could significantly impact the market for OTC hearing aids.
“It raises awareness about the significance of hearing as an essential aspect of health and wellness, which should be safeguarded, assessed, and treated when necessary,” she noted.
Competing brands in the wireless earbuds arena, such as Sony, Sennheiser, Jabra, and Bose, have been exploring the OTC hearing aid sector for years. These companies have either developed specialized OTC products or collaborated with other firms to introduce related technology. However, none have leveraged their existing personal audio devices for this purpose—until now, with Apple’s recent development.
