Bose Unveils New SoundControl Hearing Aids

May 11, 2021

This week, Bose unveiled for the first time its new direct-to-consumer, SoundControl™ hearing aids. The devices come in the popular Receiver-In-Canal (RIC) form factor and are powered by a 312 battery.

According to the company’s website, the new SoundControl™ hearing aids are intended for perceived mild to moderate hearing loss and are classified as FDA-cleared Class II medical devices. They will be available for purchase on May 18 in a limited number of states.


Bose Hearing Aids


bose hear app

Bose Hear app is used to adjust the SoundControl™ hearing aids

According to the company, the new hearing aids work in tandem with the Bose Hear app “to provide clinically proven audiologist-quality customization to fit a variety of situations. With CustomTune™ technology, just two controls allow you to set the volume and sound clarity of what you hear to your liking”.

The app provides adjustable volume and bass/treble settings to allow the user to set to their personal listening comfort. Additionally, like most traditional hearing aids, it offers the user the ability to set custom listening programs such as: Restaurant, Music, TV, Outdoors, Airplane

Directional microphones on the hearing aids allow the wearer to change the Focus setting to choose the direction you want to hear – in front or all around.


Bose SoundControl™ Hearing Aids Pricing


According to the company’s website, the new hearing aids will cost $849.95. The company provides visitors to its website a comparison table so they can compare how Bose hearing aids stack up against traditional hearing aids and PSAP devices:

bose hearing aids compared

Click to enlarge

The hearing aids will offer a 90 day trial period and include complimentary virtual setup and offer ongoing support through in-app tips, support videos and video chat or phone call.


Industry Impact


For years, there has been ongoing speculation and rumors that Bose would enter the hearing aid market following the 2017 passage of the Over-The-Counter (OTC) hearing aid legislation.

In fact, many in the industry had anticipated the company’s entry into the hearing aid market much earlier, especially after the FDA announced approval for Bose to market a “self-fitting hearing aid” in 2018.

“The impact of the Bose product, with its lower retail price, direct-to-consumer purchase channel, and self-fit feature, will have its greatest influence on the professional service sector. Providers will be forced to re-think not only their value proposition, but also their business model. From an industry standpoint, expect traditional and non-traditional manufacturers to follow suit. Time will reveal the status of baby who got thrown out with bath water.”

–Amyn Amlani, PhD 

For more details on the new Bose hearing aids, visit the company’s website here.


Source: Bose

  1. Obviously there is no clinical benefit in these hearing aids, which mimic basic technologies at best. These do not have computer controlled processing features, and of course, the FDA can be bought today easily!

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