Apple's AirPods just challenged over-the-counter hearing aids

• Apple's AirPods Pro 2 will soon be able to serve as a hearing aid.
• In 2022, the FDA established a new over-the-counter hearing aid category.

Apple has the over-the-counter hearing aid market in its sights — and execs in the audiology space are likely sitting up straight after Monday's announcement by the tech giant.

The AirPods Pro 2 — first launched in 2022 and refreshed in 2023 — will soon feature a "clinical-grade, over-the-counter Hearing Aid feature" via a software update slated for the fall, Apple said.

It's the latest push into health by Apple in a field that's undergone disruption in recent years.

In 2022, the Food and Drug Administration (FDA) established a category of hearing aids that don't require medical exams and can be sold over the counter at major retailers and pharmacies.

The Wall Street Journal reported back in 2021 that Apple was studying AirPods as hearing aids, with Johns Hopkins audiologist Dr. Nicholas Reed saying they could be a cheaper alternative and also break stigmas around use.

Apple notes that 1.5 billion people live with hearing loss, per the World Health Organization (WHO) — though it remains to be seen how many are already using AirPods or will be tech-savvy enough to embrace them.

The AirPods Pro 2 retail for $249, while over-the-counter hearing aids can range from $99 to $3,000, according to the National Council on Aging (NCOA).

Apple's new hearing-focused features for the AirPods Pro 2 are multifaceted. There will be a Hearing Protection tool within the AirPods Pro 2 to defend against loud sounds, as well as a five-minute Hearing Test that users will be able to fire up on their iPhones or iPads to determine their hearing status.

The Hearing Aid feature on AirPods Pro 2 can boost voices, media, and phone calls, Apple says.

Apple said on Monday it is still awaiting regulatory approval from global health authorities. The tech will arrive this fall in more than 100 countries, including the US, Germany, and Japan.

While the Hearing Aid feature is designed for those with mild to moderate loss, it may not be appropriate for those with more severe conditions, Apple has said.

Unlike over-the-counter devices, hearing aids for more severe loss require an exam, prescription, and custom fitting by an audiologist — all of which can add thousands to the final price tag.