Apple's AirPods Pro 2: A Catalyst for Revolution in Hearing Healthcare?

This morning, my social media feed and WhatsApp chats were buzzing with the news of Apple’s latest innovation—the AirPods Pro 2, now doubling as an OTC hearing aid for mild to moderate hearing loss. Reactions poured in, with many predicting the downfall of hearing aid manufacturers, drawing comparisons to the fates of Nokia and Kodak, and expressing concern for audiologists. It’s a common reflex to view new developments as threats, especially when a giant like Apple enters the space, triggering fears about the inevitable changes that follow.

But as I watched Apple's product launch, I felt something entirely different - EXCITEMENT. Why? Because for the first time, a global technology leader like Apple is taking an active interest in hearing health, and when Apple speaks, the world listens.

The Apple AirPods Pro 2 aren’t just about OTC hearing aids, but you'd hardly know that from the industry’s reaction, which has been fixated on the revenue-generating aspect. What’s often overlooked is that Apple is addressing hearing health on three critical fronts: prevention, awareness, and affordable assistance for mild to moderate hearing loss. Apple's approach goes beyond what most hearing aid manufacturers or hearing care providers have been focusing on. Apple website captures it perfectly with the title:

The World’s First All-in-One Hearing Health Experience

To help users better understand their hearing health, Apple is introducing an end-to-end experience focused on prevention, awareness, and assistance.

1. Protection: The AirPods Pro 2 are designed to protect hearing by automatically reducing exposure to loud noises, safeguarding ears in environments where hearing damage is a real risk.

2. Awareness: Hearing loss is gradual and often unnoticed until it's too late. With Apple’s technology, users can conduct clinical-grade hearing tests from the comfort of their homes. Think of the countless individuals who suffer from sudden hearing loss and have no idea what steps to take—Apple may now be their first resource.

3. Assistance: Finally, Apple is offering a hearing solution for mild to moderate loss, addressing the very need the FDA and the Biden administration had in mind when pushing for OTC hearing aid availability.

For years, I’ve been frustrated by the lack of focus from hearing aid manufacturers in Southeast Asia. Most of their attention remains on markets like the U.S., Germany, and Japan, as if hearing loss is only a pressing issue in those regions. Meanwhile, Southeast Asia, which has some of the highest rates of hearing loss and faces significant challenges with accessibility and affordability, has been largely neglected. No major or minor hearing aid manufacturer has introduced OTC hearing aids in this market with the sincerity and seriousness it deserves. Had they done so, I’m confident they would have not only helped millions but also captured a dominant market share. Now, Apple is stepping up where others have failed. Their ability to scale and their existing customer base make this possible.

It's a powerful move that not only democratizes access to hearing care but also challenges the industry to rethink its approach to innovation and global impact. Rather than fearing this shift, it’s time for us in the hearing healthcare sector to embrace it. I don't see Apple as disrupting the market; I see them raising awareness, driving accessibility, and—most importantly—advocating for better hearing health. This is the kind of leadership the world needs.

When an audiologist colleague from Australia asked me directly, "Will your private practice survive Apple's latest move?" my answer was an emphatic yes. Here’s why: With Apple commanding 64% of the market share in Singapore, their entry into hearing health will undoubtedly raise significant awareness around hearing loss. However, many Singaporeans over the age of 65 experience hearing loss that surpasses moderate levels, often with sloping patterns that require continuous use of hearing aids. While the AirPods Pro 2 are impressive, I view them as situational aids rather than all-day solutions. Ideally, Apple’s innovation will also pressure hearing aid manufacturers to lower prices, making devices more affordable in private settings—not just in public ones where reimbursement is available.

Over the past two years, I’ve worked hard to expand my practice beyond hearing aids, and that evolution continues. We’ve developed expertise in tinnitus management, auditory processing disorder assessments, pediatric testing, and more recently, cognitive health. By diversifying our offerings, we’re not just surviving—we’re adapting to the ever-changing landscape of hearing healthcare.

I see Apple’s introduction of the AirPods Pro 2 not as a threat, but as an opportunity to open more doors for hearing healthcare.