Simon Jones: Over the counter culture

During a glossy product announcement of new phones, watches, headphones and earphones earlier this week, Apple quietly introduced new functionality that could have a profound impact on the hearing care sector.  

Apple’s Airpods Pro 2 wireless earphones had a medical device listing, with new technology that Apple said would allow them to double as clinical grade hearing aids, available over the counter. 

Apple vice-president of health, Sumbul Ahmad Desai, told delegates the company was adding the hearing capability, which will boost frequencies alongside machine learning technology, to tap into the billion people living with mild to moderate hearing loss around the world.