• Mimio is the new hearing-health sub-brand from Audio-Technica
  • Mimio AirPods-rival earbuds and a TV speaker will launch on August 1
  • The tech could challenge AirPods Pro’s HAF – but they won’t come cheap

Say the name ‘Audio-Technica’ and hi-fi purists’ minds will doubtless spin over to turntable cartridges, but alongside a winsome glowing, floating turntable and a totally transparent deck in 2025, the Japanese audio specialist has been carving out quite the niche for itself in the wireless earbuds market, releasing an option with seriously impressive stamina and even a cartilage conduction set of headphones to name but a few, this year.

The thing is, AirPods be AirPods, and Audio-Technica gets it. How to challenge the hearing aid mode Apple added to its top-tier AirPods Pro 2, which was announced and launched in the US last year, then finally came to the UK in February 2025 – but only following a regulatory change that allowed the tech to be made available across the pond? Release your own set, under a totally new sub-brand called Mimio – oh, and while you’re at it, offer a handheld speaker option for assistive hearing while watching TV too.



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