AirPods Pro 2, a blow for traditional hearing aids?

Apple is a master in the art of shaking established markets. During its Keynote “It's Glowtime” The apple firm announcedA major updateFrom its AirPods Pro 2, which could well shake the industry with traditional hearing aids.

This news comes whenApple recently exceeded Microsoft on the stock market, digging the gap with its lifelong rival. But what about this innovation? Can it create the gap even more?

Features that change the situation

The AirPods Pro 2 now incorporateA trio of features dedicated to hearing. First, a hearing protection system combining passive and active noise reduction.

Ensuite,A hearing test "of clinical quality"achievable in 5 minutes at home. Finally, and this is where the rub for manufacturers of hearing aids, the AirPods Pro 2 will be able to replace traditional devices for light to moderate losses.

Thanks to the personalized hearing profile generated by the test, the AirPods Pro 2 adaptin real timeto the sound environment of the user. A game change potential for many people.

The market for hearing aids in turmoil

Unsurprisingly, this announcement had the effect of a bomb among the giants of hearing aids. Amplifon actions, demand, GN Store Nord and Sonova Holding have all dropped. It must be said that at 279 euros, the AirPods Pro 2 areA much more affordable alternativetraditional devices that often cost several thousand euros.

In addition, their less stigmatizing design could seduce a younger population, reluctant to carry conventional hearing aids. It remains to be seen if the performance will be there. IfWarren Buffett recently sold $ 90 billion in Apple shares, that does not seem to be linked to a lack of confidence in the company. On the contrary, this new innovation of the AirPods Pro 2 shows that Apple has not finished surprising.