Bose gets into hearing aid business with new FDA-cleared SoundControl hearing aids

Bose announced today that it will begin selling direct-to-consumer SoundControl hearing aids for adults with mild to moderate hearing loss on May 18th. They’ll cost $849.95 and will be sold directly by Bose in five states — Massachusetts, Montana, North Carolina, South Carolina, and Texas — before they’re available nationally.

The hearing aids are meant to be fit and controlled by the wearer without needing to see an audiologist for a hearing test and professional fitting. They use standard hearing aid batteries that Bose says will last up to four days if used 14 hours a day. Volume, treble and bass, and modes for different listening environments can be adjusted and preset in the Bose Hear app on iOS or Android. There’s a “Focus”...

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