Why The New Apple AirPods With Hearing Aid Functionality Is A Big Deal

On September 9, 2024, Apple held its annual iPhone launch event at its Cupertino headquarters in the Steve Jobs Theater. I have personally attended nearly all Apple major events since 1983 and missed only two. One absence came when I had a triple bypass surgery the Friday before a Monday event, and the other came when I had a meeting in Florence, Italy, that I could not change.

For most of the time, the events had live presenters who walked us through the new product slides and then did live demos on stage. But for the last four years, Apple has created Hollywood-level videos of new products, specs, and demos, which are shown in the theater and online to millions of viewers.

Apple’s CEO, Tim Cook, comes on stage at first to announce what we will see, and at times, an Apple executive or two comes out and highlights things presented in the video.

This year’s event highlighted three products. The first introduced was the new Apple Watch Series 10. This watch has new colors and features, but one that I consider really important is the new ability to test for Sleep Apnea. Millions of people have some form of sleep disorder, and this new watch tracks their sleep patterns over 30 days and can detect any sleep apnea issues.

This sleep data can then be shared with a physician. Secondary tests can be performed to determine the severity of sleep apnea and then treatments prescribed.

The folks at The Verge have a more detailed description of the new Apple Watch Series 10 and the new Apple Watch Ultra. If you want a deeper look at these new Apple watches, check out their detailed report on the latest designs, colors, and features.

The main product that was at the center of Apple’s event was the iPhone 16 and 16 Pro series. Both phones were built from the ground up to optimize Apple Intelligence, the new generative AI functionality Apple has added to its iOS 18 software. The folks from 9-5 Mac posted the details of both the iPhone 16 and iPhone 16 Pro series and share its new functions and capabilities.

I spoke with Apple officials and got clarification on which iPhones can support Apple Intelligence’s full functionality. They clarified that only iPhones that sport the A17 pro or the new A18 pro processor will allow Apple Intelligence to sing and dance. That means the current iPhone 15 Pro and the new iPhone 16 Pro have enough power to utilize Apple Intelligence’s current and future features fully.

The media at the event often asked me if people with older phones should update their phones now. My answer was that if they have an iPhone that is at least 3-4 years old and want the power of Apple Intelligence, the answer is yes.

9-5 Mac did a good overview of what Apple Intelligence does for iPhones, iPads and the Mac that have updated CPU’s GPUs, and Apple’s most recent NPU (neural processor unit).

AT&T offers new and existing customers who trade in an iPhone 12 or higher a free iPhone 16 or iPhone 16 Pro. T-Mobile will provide a free iPhone 16 Pro with a trade-in (or up to $1000 off any iPhone in the iPhone 16 series.) Verizon announced its business customers can get up to $1,000 off a select new iPhone 16 with eligible trade-in and Business Unlimited Pro plan. Or, get an iPhone 16 for as low as $10 a month with a new line and Business Unlimited Pro plan.These carrier offers are very aggressive and should entice many to upgrade to get access to Apple Intelligence.

While the new Apple Watches and the new iPhone 16 and 16 Pro are very important upgrades, the most impactful part of the event was two new features added to the AirPod Pro.

Apple’s AirPods dominate the wireless earbud market, but they are about to become an important part of Apple’s overall health vision.

Later this fall, Apple will add a software upgrade that enables AirPod Pro 2 users to take a clinical-level hearing test, making the AirPods Pro 2 approved OTC hearing aids. AirPod Pro 2 accesses three new features that include a Hearing Test, a Hearing Aid capability, and active Hearing Protection using just AirPods Pro 2 and an iPhone or iPad.

According to the National Council on Aging (report November 2023): “Hearing loss affects about 60.7 million Americans age 12 and older. About 15.5% (44.1 million) of American adults age 20 and older have some level of hearing loss.

• Of people age 65 and older, 31.1% experience hearing loss, while 40.3% of adults age 75 and older experience hearing loss.

• Around the world, about 70 million people are deaf (complete hearing loss). Studies show approximately 28.8 million American adults could significantly benefit from wearing a hearing aid.

• Only 16% of people age 20–69 have ever used a hearing aid, while just 30% of those age 70 and above have done so.

• Hearing loss is on the rise in the United States and is expected to almost double by the year 2060.”

Currently, one has to go to an audiologist to get an in-office hearing test to determine the level of hearing impairment they may or may not have. This testing is an important first step in determining if a person may need a hearing aid. Hearing aids have traditionally been quite expensive, with some over $3000 per ear, especially fitted models.

However, many people have low-level hearing impairment and could benefit from some type of hearing assistance. Using Apple’s hearing test, one can determine the level of hearing assistance they might need and seek some form of aid to enhance hearing.

This was partially behind the FDA’s 2022 ruling that allowed over-the-counter hearing aids to be more accessible for millions of Americans.

“As of October 17, 2022, instead of being forced to visit an audiologist and shelling out thousands of dollars for the added expense, consumers can buy hearing aids that are FDA-certified from any major retailer like Amazon, Walmart, or Best Buy without needing a prescription”.

Currently, Jabra, Eargo, Audicus, MD Hearing, and others offer OTC hearing aids today.

Now, Apple AirPods Pro 2 has entered the realm of OTC hearing aids and is poised to become an essential part of extending Apple’s health and wellness vision to most levels of hearing-impaired individuals. Apple’s AirPod Pro 2 are listed on Apple’s site at $249.

One other thing of note about AirPod Pros becoming hearing aids is that some who may need some level of hearing assistance often do not seek out hearing aids because of the historical stigma associated with them.

But millions of people already wear AirPods, and they are well accepted in the world of earbuds used for music, listening to audiobooks, podcasts, etc.

Adding the hearing aid feature is invisible, and unless a person says they are hearing aids, nobody would suspect them of being used for that purpose, given how people use them today.

This perceived stigma is why adding hearing aid functionality to AirPods is a big deal. It could become an important part of Apple’s commitment to making products that impact health and wellness and a significant contribution to Apple’s bottom line.

Disclosure: Apple subscribes to Creative Strategies research reports along with many other high tech companies around the world.