Apple’s Hearing Aid Feature Challenges Traditional Market, but Starkey Welcomes Competition

With the release of a hearing aid feature for its AirPods, Apple has made a notable entry into the hearing aid market, presenting a more affordable, over-the-counter solution. Priced at $249, Apple’s hearing aid functionality offers users an accessible option, particularly beneficial for those with mild hearing impairments. This FDA-authorized technology aims to bring attention to hearing health and reduce the stigma around hearing aid usage.

For Minnesota-based Starkey, the largest hearing aid manufacturer in the U.S., the arrival of a tech giant like Apple isn’t cause for alarm. In fact, Starkey CEO Brandon Sawalich views the competition as an opportunity for growth and innovation. “I like competition because that makes you better, and the patient wins,” Sawalich said. “You push for better technology.”

Starkey’s hearing aids, which can cost as much as $6,000, include advanced features beyond basic amplification, such as fall detection and language translation. Sawalich argues these enhancements elevate Starkey’s products from simple devices to sophisticated healthcare solutions, vital for daily use among those with serious hearing loss. “If I need a knee replacement, I’m not going to go ask, ‘Who makes that knee? Can I get it cheaper?’” Sawalich said, stressing the importance of quality in healthcare products.

For users like Ross Graham, Apple’s feature offers a flexible alternative. Graham, who experienced hearing loss after years of attending concerts, owns both Starkey hearing aids and Apple AirPods 2, which he uses in certain settings. While he values the functionality of both, he recognizes the added benefits provided by Starkey’s high-end hearing aids.

Sawalich remains optimistic that Apple’s entry will increase awareness around hearing health and broaden options for consumers. “The more people talk about hearing, the more we remove the stigma,” he said, underscoring that, in the end, improved accessibility and innovation benefit everyone.