Disruption

I do like when innovation results in disruption for the standard players in the market. Case in point, Bose just announced the first FDA-approved hearing aids that won't require a doctor's visit or prescription.

Traditionally, hearing aids were only available after a visit with an audiologist and prescription. Many insurance plans have limited coverage for hearing aids or don't cover them all. Traditional hearing aids are also not cheap, ranging from $1,000-$4,000 per device. Premium hearing aids can be as much as $6,000.

Here comes Bose with a new, straight-to-consumer offering starting with a limited release in a few states. No doctor, no prescription, just the hearing aids and companion app that allow you to fine-tune them. Bose also offers complimentary video appointments to assist with set-up. These devices use the same replaceable batteries that traditional hearing aids use. Perhaps the most surprising announcement was the price starting at $850.

If there's a company that can pull off the audio technology, I would bet on Bose. I'm surprised they managed to navigate the FDA and avoid roadblocks that were undoubtedly put in place by the existing players.

U2's frontman got his nickname from a hearing aid company in Ireland called Bono Vox, which means "good voice." Good thing Bose wasn't in the hearing aid business back then. Somehow, Bose doesn't quite have the same ring to it.