Apple’s ‘Glowtime’ event: AirPods innovations focused on hearing health
Apple’s 'Glowtime' event on Monday the 9th September introduced an exciting line-up of product updates. The launch of new AirPods 4 variants, significant upgrades to the AirPods Pro 2, and subtle but important changes to the AirPods Max highlight Apple’s commitment to both consumer audio and health technology.
Let's take a deeper look at the key announcements.
AirPods 4: Two versions, two price points
Apple unveiled two new models of the AirPods 4, offering consumers a choice between a $129 version and a more advanced $179 version. The key difference between the two models is Active Noise Cancellation (ANC), which is included in the higher-priced model. This strategy allows Apple to cater to a broader range of customers.
The $129 version is ideal for those looking to upgrade from older models like the AirPods 2 or 3, without the need for more advanced features such as ANC. On the other hand, the $179 version provides ANC for those who want a more immersive listening experience but may not wish to invest in the AirPods Pro. By creating this middle-tier option, Apple is offering more flexibility to consumers who are price-conscious but still want premium features.
Both models also come equipped with Adaptive Audio and Conversation Awareness. This clever feature automatically reduces the volume of your audio when it detects voices nearby, allowing you to stay aware of your surroundings without having to remove the AirPods. This is a practical addition, especially in environments where users might need to quickly shift between focused listening and engaging in conversations.
AirPods Pro 2: A move into hearing health
One of the most significant updates came with the AirPods Pro 2. Priced at $249, the new version goes beyond just delivering high-quality sound and noise cancellation. Apple has now positioned the AirPods Pro 2 as a potential over-the-counter hearing aid, adding clinical-grade hearing health features that mark a major shift in their use case.
These new features include loud sound reduction, a hearing test, and a hearing aid mode. These updates effectively transform the AirPods Pro 2 into a hearing solution for people with mild to moderate hearing loss. According to the World Health Organization (WHO), 1.5 billion people globally are living with some degree of hearing loss.
While other hearing aid companies have partnered with consumer electronics brands to offer over-the-counter (OTC) solutions in recent years, Apple’s entry into the market could drive further awareness of hearing health issues. By providing hearing support integrated into a familiar device, Apple is making hearing aids more accessible to a mainstream audience. This could potentially push consumers to seek more advanced care from professional audiologists as their needs evolve, though it could also lessen demand for traditional hearing aids if OTC solutions are deemed sufficient.
It’s important to note that these hearing aid functions are still awaiting FDA approval in the United States, but Apple’s focus on hearing health demonstrates their ongoing commitment to expanding the functionality of their devices beyond just audio playback.
AirPods Max: Updated features to stay competitive
While the AirPods Max didn’t receive a full redesign, Apple announced subtle updates to the premium over-ear headphones. The most notable changes include the addition of five new colour options and a switch to USB-C charging, bringing the AirPods Max into line with EU regulations on standardised charging ports.
These changes, though minor, help keep the AirPods Max competitive in an increasingly crowded market for premium over-ear headphones. With the resurgence of demand for over-ear headphones and growing competition from other brands, Apple’s attention to detail ensures that the AirPods Max remains relevant and appealing to users seeking a high-end listening experience.
What these updates mean for the market
Apple’s “It’s Glow Time” event highlights its strategy to offer more consumer choice and innovation in both audio and health. With new AirPods variants, hearing health features in the AirPods Pro 2, and AirPods Max updates, Apple is enhancing its product lineup to cater to a broader range of needs.
For a detailed analysis of Apple’s product strategy and its broader market implications, you can download our full review of the Apple Glowtime Event here.
About the author
Saranraj is a Senior Market Analyst in the Personal Electronics team. He has about six years of experience in market research and consulting. He is responsible for analysing and reporting trends in consumer electronics such as headphones, hearables and smartphones. In the past, Saran worked with the B2B and Technology teams at Kantar, where he managed and executed more than 80 customised market research projects across various sectors such as e-commerce, technology, logistics, automotive, engineering, etc. Projects he handled included market sizing, competitor analysis, demand estimation, forecasting, and brand equity. He holds a Bachelor's degree in Electrical & Electronics Engineering and an MBA in Marketing & Analytics.
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