Sony Electronics Launches its First Over-the-Counter Hearing Aids in the US and Makes Hearing and Improved Accessibility Options for Consumers a Reality

The first two products to emerge from the partnership are the CRE-C10 and the CRE-E10 self-adapting OTC hearing aids, designed with the understanding that one size doesn’t fit all and that people deserve options that best suit their unique needs, situations and lives. Using the app, the CRE-C10 and CRE-E10 intuitively adapt to each user’s speech and environment, combining the latest technology with convenience to meet individual hearing goals.1

“Many people have constant problems related to hearing loss and often don’t seek the help they need because of the negative feeling that comes with it,” she says Tyler Ishida, President of Consumer Business Group, Sony Electronics. “As a leader in audio innovation, we are excited about the opportunity to improve the hearing aid landscape with state-of-the-art, yet accessible devices that will offer new over-the-counter solutions for people with hearing impairments and will also generally help consumers interact more deeply and connected with their surroundings.

Designed for everyday use, Sony’s goal with these new devices is to break down the current barriers faced by people with signs of mild to moderate hearing loss and provide a simple, app-enabled, do-it-yourself to provide yourself solution that can provide better listening experience.1 While each device features an easy-to-navigate app interface with customizable options for the wearer’s specific hearing needs and preferences, the two upcoming models will offer more choices when it comes to the looks and capabilities of high-end hearing aids goes.1

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“As a company dedicated to promoting the cause of Wonderful sound for everyoneWe welcome the launch of these self-adapting hearing options, knowing that more than 65% of the total US consumer market in need of better hearing care has yet to do so,” 4 says Carsten Buehl, President, WSA Americas. “We expect these over-the-counter hearing aids to help people start the journey to better hearing health.

Extremely easy to use:
Any device can be used right out of the box with easy setup using the Sony | hearing control app.1 Users are guided through a step-by-step process and answer a few quick questions to quickly set up and use both devices in minutes. The easy-to-use app allows any device to communicate with the user’s smartphone, allowing settings, including volume control and more, to be quickly personalized to ensure wearers hear exactly what they intended in multiple environments.

The app also allows the wearer to “customize” each device.1 During the in-app self-adjustment process, each Sony device adjusts itself to the most appropriate of predefined hearing profiles based on thousands of actual, real-life audiogram results. Whether the user is in a busy space or in a peaceful natural setting, both models adapt easily to deliver an authentic, connected sound experience that puts the wearer first.

“At Sony, we strive to create an inclusive world that everyone can participate in, and we see this new product line as an opportunity to increase accessibility for many,” he commented Mike Nejat, Vice President, Engineering at Sony Electronics, and Head of Sony’s US Accessibility Promotion Office. “With our unique technological heritage, we can help bridge a gap between individuals and their environment.”

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Two initial device options:
As one of the smallest OTC hearing aids on the market, this is CRE-C10 has a slim, understated design that delivers exceptional sound quality but is virtually invisible when worn, and has a long battery life of up to 70 hours of continuous use.2

The second product debut is this CRE-E10, which has an earphone-like design that combines excellent sound quality and comfort, offering the wearer both confidence and comfort. In addition, the CRE-E10 features a rechargeable battery for wireless charging that provides up to 26 hours of continuous use, and is also Bluetooth compatible, allowing the user to easily connect to stream audio or music (iOS only). 2, 3

Regardless of which device the user chooses, both models offer excellent noise reduction and directionality, reducing noise from the rear and sides as the wearer’s environment changes. In addition, each device adjusts the sound based on the environment to improve the overall listening experience.

As Sony works to infuse the world with emotion through the power of creativity and technology, these new hearing aids aim to make conversation more accessible while providing a premium over-the-counter hearing experience at a more affordable price point than current devices
prescription devices.

The CRE-C10 OTC self-adapting hearing aid has a suggested retail price of $999.99 and will be available this month at and through a number of third-party retailers including Amazon. Best Buy and selected hearing care professionals.

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The CRE-E10 OTC self-fitting hearing aid will be available this winter at a suggested price of $1,299.99. For more information on the CRE-E10, see

About Sony Electronics Inc.
Sony Electronics is a subsidiary of Sony Corporation of America and a subsidiary of Sony Group Corporation, one of the most comprehensive entertainment companies in the world, with a portfolio spanning electronics, music, films, mobile phones, games, robotics and financial services. headquarters in San Diego, California, Sony Electronics is a leader in consumer and professional electronics. Business operations include research and development, engineering, sales, marketing, sales and after-sales service. Sony Electronics creates products that innovate and inspire generations, like the award-winning Alpha interchangeable lens cameras and revolutionary high-definition audio products. Sony is also a leading manufacturer of end-to-end dating solutions 4K professional broadcast and A/V gear to industry-leading 4K and 8 THOUSAND Ultra HD TV. Visit for more informations.

1Sony | Hearing Control App – Use the app on your smartphone to personalize your settings. Download the app on Google Play and the App Store at launch time. Network services, content, operating system and software are subject to terms and conditions and are subject to change, interruption or discontinuation at any time and may require registration.
2Actual performance will vary based on settings, environmental conditions and usage.
3.Interoperability and compatibility between Bluetooth® devices vary.
4 Quick statistics about hearing. (2021, 25th March). Retrieved October 11, 2022from

SOURCE Sony Electronics, Inc.


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