- Audio-Technica has launched a new sub-brand, Mimio, focused on assistive hearing products, starting with the Mimio Assist One earbuds and Mimio Sound Move speaker.
- The Assist One earbuds feature three hearing modes (Conversation, TV, Outdoors), voice suppression, and work immediately out of the box without needing a Bluetooth connection.
- The Sound Move speaker enhances TV dialogue clarity and includes Clear Sound software and voice guidance, with a 30-meter range from its transmitter.
- Set to release in Japan in August 2025, the earbuds are priced around $340 and the speaker around $150, with rental options available for trial use.
Audio-Technica is stepping into the hearing-health tech space with the launch of a new sub-brand called Mimio, aiming to compete directly with Apple’s AirPods Pro 2 and its recently introduced hearing aid features.
Set to debut in Japan on August 1, Mimio’s first offerings include the Mimio Assist One wireless earbuds and the Mimio Sound Move speaker—both designed to support users experiencing mild to moderate hearing loss, without requiring a prescription.
High-Tech Hearing Help for a New Generation
While traditionally known for its premium turntable cartridges and audiophile gear, Audio-Technica has been expanding its presence in the wireless earbuds arena.
The Mimio line marks a shift towards assistive listening technology, targeting users who may not need full-scale hearing aids but are noticing early signs of hearing decline—especially in noisy environments like restaurants or social gatherings.
The Mimio Assist One earbuds (model ATMM-SHD1) function as standard Bluetooth earbuds, but come with an integrated hearing enhancement mode that activates right out of the box—no pairing required.
The buds offer three dedicated hearing profiles: Conversation, TV, and Outdoors. They also include a unique feature that suppresses the user’s own voice to make surrounding speech clearer.
Boasting an IP55 rating, the earbuds are dust-resistant and can withstand water jets, making them both robust and practical for daily use. A dedicated companion app gives users additional control over settings and modes.
Mimio Sound Move: A TV Speaker for Personalized Listening
Accompanying the earbuds is the Mimio Sound Move (ATMM-SP780TV)—a compact wireless speaker designed to enhance TV dialogue clarity without blasting the volume. It connects to your TV via a transmitter/charging dock and works from up to 30 meters (about 98 feet) away.
Ideal for placing close to the listener, the speaker uses proprietary Clear Sound software to boost vocal clarity, and includes a voice guidance feature that audibly alerts users to battery levels and connectivity status. It carries an IPX2 water-resistance rating, suitable for indoor use with some limited splash protection.
Pricing and Availability
The Mimio Assist One earbuds will retail for 49,500 yen (approximately $340 / £250 / AU$515), placing them above the AirPods Pro 2 in price. The Sound Move speaker is more competitively priced at 21,780 yen (around $150 / £110 / AU$228), making it a more accessible option for users looking to enhance their home audio experience.
For those unsure about making a full investment, Mimio is also offering a rental program. Users can try the earbuds for 20 nights (3,980 yen / ~$27) or opt for a three-month trial (13,440 yen / ~$92)—a consumer-friendly move that could ease the transition into hearing-health tech.
The Bigger Picture
As lifespans increase, hearing loss has become a growing concern among aging populations. Mimio’s products fall into the Personal Sound Amplification Product (PSAP) category, as defined by the FDA.
These are designed for individuals not yet in need of medical-grade hearing aids, and will be available over-the-counter in both Japan and the U.S., pending broader availability in other regions.
With Mimio, Audio-Technica is clearly betting on a future where hearing support is seamlessly integrated into everyday audio devices—and doing so with tech that blends function, discretion, and premium design.
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