Apple, OTC Hearing Devices, and the Future of Accessible Hearing Care
In recent years, many companies have attempted to enter or capitalize on the growing market for over-the-counter (OTC) hearing aid devices. With a high revenue potential and an urgent need to make hearing care more affordable and accessible, few have made lasting impact – until now. Apple, a brand synonymous with innovation and user-centered design, is the latest major player to step into the OTC hearing aid space with a powerful differentiator: brand awareness and mass market access.
Why Apple’s Entry Matters
Apple’s reach in the U.S. is staggering:
- over 113 million iPhone users
- 73% of adults aged 18–34 own smartphones
- 34% of those smartphones are iPhones
- 60% of AirPod users are aged 18–25, Apple’s most engaged audience
This built-in user base makes Apple uniquely positioned to scale OTC hearing devices by embedding amplification technology directly into familiar, everyday products like AirPods. However, with their most engaged customer base being so young, you might wonder: is Apple taking a shot at growing its customer base by adding the amplification component?
The Realities of OTC Hearing Aid Devices: What We Know
While the idea of affordable, tech-driven hearing support is appealing, there are persistent issues facing all OTC hearing aids and Apple is no exception.
- Battery Life Limitations
- Comfort and Fit Issues
- Ear fatigue
- Pain or discomfort
- Devices falling out during activity causing damage and frustration
- Increased ringing (tinnitus) from improper fit or pressure
- Social Stigma
Many OTC devices suffer from poor battery life, often lasting just 5–6 hours per charge. For users needing consistent amplification throughout the day, frequent recharging becomes frustrating and impractical.
Long-term use of devices like AirPods can lead to:
Adults, especially older adults, often resist wearing earbuds throughout the day. In social settings, AirPods can signal distraction rather than assistive use. The assumption that someone with AirPods is disengaged or listening to something else creates a non-verbal barrier for those genuinely seeking help with hearing.
A Marketing Masterclass: Apple’s Emotional Appeal
Apple is known for emotional, resonant advertising, and their approach to promoting AirPods with amplification is no exception. One standout campaign featured a father hearing his daughter play guitar for the first time. This powerful moment resonated with viewers and evoked the same emotional impact that many hearing aid users experience when using their device for the first time.
However, the emotional storytelling may have overstated the technical capabilities of OTC amplification for those with mild to moderate hearing loss. While awareness is vital, setting realistic expectations is just as critical.
Final Thoughts: Hope and Hurdles
There’s no denying that Apple’s addition of amplification features will increase public awareness of hearing loss and expand accessibility for millions. Yet, the core challenges remain:
- Ear fatigue
- Short battery life
- Limited comfort for daily use
- Lack of socially acceptable, discreet designs
Until these pain points are addressed across the board, even the most sophisticated devices will face resistance, especially from the very audience they aim to serve.
Apple’s foray into OTC hearing support has the potential to redefine how we think about hearing care. By integrating assistive tech into a device already worn by millions, they may finally bridge the gap between stigma and support. But to truly lead this revolution, Apple, and the OTC hearing market as a whole, must solve the very real issues that continue to hold the category back.
Wondering how to communicate with your patients about the differences between Apple AirPods and true hearing aids? We can help! Reach out to us for more information.
About the Author
Allison Catlett Gill, Au.D., CCC-A, has clinical interests which include diagnostic evaluation of hearing loss and hearing-related disorders, recommendation and fitting of amplification, and assisted listening devices. Allison most recently was the Director of Audiology and Speech Pathology at University of Arkansas Medical Sciences. Allison is a member of ASHA and the Arkansas Academy of Audiology.
