Hearing aid makers escape after Apple releases hearing aid features, analysts shrug off threats By Reuters

(Reuters) – Shares in European hearing aid makers fell in early trading on Tuesday after Apple (NASDAQ: ) released hearing aid features.

Apple said AirPods Pro 2 could now be “transformed” into a personalized hearing aid through a future software update that would enhance certain sounds in real time, including parts of speech or elements of a user’s environment.

Shares in Italy’s Amplifon fell as much as 7.2 percent earlier in the session and were down 5.7 percent by 0845 GMT. Other hearing aid manufacturers Sonova, Demant and GN Store Nord fell between 2% and 4%.

However, Jefferies analysts said in a note that Apple’s move was not a concern for hearing aid players because over-the-counter (OTC) devices target a different demographic.

OTC hearing aids do not compete with prescription devices in either technology or service, despite their attractive prices, Jefferies added.

“The level of fit is not sufficient for those with severe hearing aid problems, and as such OTC devices are mostly used for those with mild hearing aid problems,” Vontobel analysts wrote in a note .

However, analysts said the news could be a positive development for the hearing aid industry as it also raises awareness of hearing loss issues.