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Can Apple’s latest AirPods finally squash hearing loss stigma?

As a long-time hearing aid wearer, I am hopeful.

Medically reviewed by

Audiologists Admin

Written by

Shari Eberts

Updated:

October 28, 2024

Apple AirPods Apple AirPods

According to the National Institute on Deafness and Other Communication Disorders (NIDCD) only one in three older adults who could benefit from hearing aids actually use them. Similar statistics are found around the world, even in markets like the UK where hearing aids are provided free by the National Health Service. While high price is a negative factor in some markets, it seems that stigma is the primary reason holding people back from taking care of their ears.

Can Apple’s entry into the hearing device market make stigma a thing of the past? As a long-time hearing aid wearer, I am hopeful.

Hearing aid stigma prevents people from treating hearing loss

Nobody wants to feel old or out of touch, but these associations with using hearing devices persist, egged on by news reports that still use images of antiquated hearing devices and foolish depictions of people with hearing loss in mainstream television shows. I’m looking at you And Just Like That… Millions of people suffer in silence (for an average of 4-10 years, according to some research) because the shame they feel prevents them from seeking treatment.

This was the case for my father. He hid his hearing loss to protect himself from the judgment of others. I remember family parties where he would sit in the corner with his back to the festivities in hopes that nobody would discover his secret. His unwillingness to disclose his hearing loss or ask for communication assistance when needed took a toll socially and at work. Eventually, he became isolated from almost everyone.

For years, I followed in his footsteps, hiding my hearing loss because I didn’t want anyone to see me as damaged or weak. It wasn’t until I became a parent that my perspective shifted. Since my hearing loss is genetic, I worried that I might have passed it on to my children. I saw them watching me, just as I had watched my father—feeling embarrassed about my hearing loss and pulling away in social situations. I realized I was passing on the same set of stigmas to another generation. Only by accepting my hearing loss could I break the cycle. So, finally, I did.

I began telling people about my hearing loss and eventually developed a three-legged stool of skills to help me live better with it, including asking for the communication assistance I needed. With secrecy now in the rear-view mirror, stigma’s pull receded for me.

But not for everyone.

The beginning of the end of hearing aid stigma

The first step in beating back stigma is normalization. And wearing AirPods Pros in your ears is certainly normal for millions of people. Are those AirPods or a hearing aid hanging out of your ears? When nobody can tell, the stigma ceases to exist.

Reduced stigma will make it easier for first-time users of hearing devices to take the plunge. With a simple software download coming this Fall, the $250 AirPods Pro 2 that you already own—or can more easily afford when compared to the $5000 or more for a pair of prescription hearing aids—will transform into something you can use not only to enjoy music but to hear better in difficult listening situations.

At a meeting in a large conference room? Pop in your devices for a little hearing help. Heading to dinner with friends in a noisy bar? Use the noise-canceling feature on your AirPods to make it easier to follow the conversation.

The first few times you do this, you may need to explain that you aren’t listening to a podcast or checking the latest score in the big game, but over time, this behavior will normalize too. It was only a few years ago when taking calls on your watch was considered strange.

If AirPods Pro hearing aids are successful—let’s hope the sound quality is as good as hoped— and everyone begins fine-tuning their soundscape in hard-to-listen situations, hearing help will become acceptable and expected. Stigma will wither away.

As time passes and if users experience further hearing declines (most hearing loss is progressive), the transition to professional hearing aids will be easier, squashing stigma further.

The fine print

The AirPods Pro hearing aid function will roll out via a software upgrade this Fall. When customized for a person’s hearing profile using an included hearing test, it will turn compatible versions of the devices into over-the-counter (OTC) hearing aids.

OTC hearing aids are designed to enhance communication for adults 18 and over with perceived mild-to-moderate hearing loss. For example, if you have trouble following a conversation in groups, with background noise, or when you can’t see the person who is talking, that could be you. OTC hearing aids are not for people with more severe hearing loss or for children. Learn more about whether they are right for you with Hearing Loss Association of America’s (HLAA) handy OTC Hearing Aids Tip Sheet.

The bottom line

AirPods are already an unremarkable piece of everyday life for millions of people. Will hearing aids soon be the same? Let’s hope so.

Shari Eberts is a passionate hearing health advocate and internationally recognized author and speaker. She is the founder of Living with Hearing Loss, a popular blog for people with hearing loss, and an executive producer of We Hear You, an award-winning documentary about the hearing loss experience. Her award-winning book, Hear & Beyond: Live Skillfully with Hearing Loss, (co-authored with Gael Hannan) is the ultimate survival guide to living well with hearing loss. Shari has an adult-onset genetic hearing loss and hopes that by sharing her story, she will help others to live more peacefully with their own hearing issues. Visit her at LivingWithHearingLoss.com