At first glance it feels like this sort of product offering...

At first glance it feels like this sort of product offering wouldn't really impact Cochlear's bottom line as it seems to be marketed towards an entry entry level / early stage solution for minor hearing loss - whereas Cochlear seems to favor more of the partial / full loss of hearing customer base. It is a little bit of a concern with a technology giant like Apple moving into the health-tech space, the amount of cash they are able to throw at R&D far surpasses that of most med-tech businesses globally.

There is the possibility that it just raises more awareness regarding hearing loss as well, and starts the discussions and thought process to actually address the issue properly, moving from the quick and easy feature on your AirPods to getting proper medical advice from an ear specialist - which are more than likely to recommend a Cochlear implant or one of their devices. Cochlear has a very entrenched brand name in the market especially around quality - it would take a long time to dislodge that especially considering Apple is a new player in the market.

While there aren't too many risks to Cochlear's business - I personally think it has close to one of the strongest business moats on the ASX, if not globally, there are slowly but surely emerging as technological advances both in electronics and biotechnology chipping away slowly at alternative solutions for hearing loss.

For the full article just google the below headline and go direct to the Apple press release - heaps more information there on how it all works.

PRESS RELEASE
September 9, 2024
Apple introduces groundbreaking health features to support conditions impacting billions of people