So Apple launched a bunch of new things that, as ever, aren't particularly new.

Out of all the new products and features unveiled, there was one that flew under the radar, until today.

For the AirPods, people knew about AirPods 4, and they talked about AirPods Max, but Apple also upgraded AirPods Pro2 with a software update with important features that mostly concern hearing healthcare.

After the launch, Apple stock rose a little bit, but nothing to write home about.

By contrast, Amplifon stock crashed.

That tells you something, and this should tell Amplifon governance something.

Historically, the trajectory of every industry-leading company that goes belly up starts with the same red flag.

BlackBerry, Kodak, BlockBuster, all these companies died because they shunned, minimized and underestimated competition coming from rivals that they perceived as either inferior, or not relevant because the company was operating in a different sector.

The thing is, Apple has infinite resources, and resources give you access to talent, R&D and so on.

So if Apple is really serious about getting into the hearing healthcare business, companies that are currently operating that sector should pay attention.

If I were CEO of Amplifon, here's what I would do.

I would put together a team to develop a pair of over-ear or in-ear (or both) headphones with hearing healthcare features but I'd make them cool and market them in a way that makes people with perfect hearing interested too.

It'd be a great move. In fact I think it'd be the only move.

If you're in the hearing healthcare sector, Apple is now targeting your customers.

So the least you can do is target theirs.