What is interesting about Apple's approach is they do not appear...

What is interesting about Apple's approach is they do not appear to be entering the "hearing market" or the "otc market" but instead are provding features in their product which are used in the hearing and otc markets that people can utilise if they want to, it also puts into question the "stand alone otc market", what they appear to have done is commoditised it as a add on feature.
This means that a range of other brands will also want to supply this type of feature in some of their offerings.