Apple enters hearing health: will this redefine the future of hearing aid technology?

It is a well-known fact that roughly 1 in 10 people with mild to moderate hearing loss adopts hearing aid technology (although this figure is slightly higher in the UK). There are several reasons for this, but stigma is one of those. Apple has a cultural influence e.g. AirPods being a lifestyle product that is deemed almost a necessity in today's world. They are visible, sleek and relatively affordable. Apple's new hearing health features are not being marketed as medical devices. Instead, they help to shift public perception by reframing hearing support as mainstream wellness, not disability.