$249 sacred objects from Church of Apple - a core competitor in hearing aid market?

Reactions to Apple's September 9 announcement that its AirPods Pro 2 are bringing "the world's first all-in-one hearing health experience" were not of an unpredictable kind. Apple is powerful and has a consumer base that, often unconditionally, adores the revered and apparently wonderful products it releases. Each salvo is anticipated by a drooling media. Apple is feared. Like a ship taking a first hit, the hearing market, on the one hand, experiences initial damage: shares in European hearing aid makers slipped in early trading on September 10, at one point as much as 7.2% in Italy's Amplifon, with falls of between 2% and 4% for Sonova, Demant, GN Store Nord. Damage assessed. Next, brave faces and calm the crew, because Apple’s strategy to break into the hearing hull of the $15 trillion health enterprise by 2030 (RBC Capital Markets figure) is shaking people up. Messages hit the media. Analysts of the noisy hearing cannonade must "shrug off" the threat: it's software...