Apple’s next big thing might not be a car or an AR headset. Thanks to a rule change announced this week by the Food and Drug Administration, Cupertino could soon add hearing aids to its product lineup. The potential market is huge, and Apple stands uniquely positioned to disrupt the status quo.

The new rules allow companies like Apple to sell hearing aids over the counter and online, so buyers can set them up in the comfort of their own homes. Previously, if you wanted to buy hearing aids, your only option was to make an appointment for a hearing test and fitting at a specialist store.

This small change looks set to have a big impact. FDA Commissioner Dr. Robert Califf told CNN he expects the ruling “will unleash the power of American industry to improve the technology.” And there’s one company in particular that has all the know-how to do just that — Apple.

AirPods Pro aren’t your average wireless headphones. Apple packed in a whole bunch of brilliant features that allow you to enjoy clearer FaceTime calls, quieter flights, and more. One of those is the brilliant Conversation Boost.

Designed for those who are hard of hearing and introduced last August, Conversation Boost allows AirPods Pro to function a little like hearing aids. When it’s active, it amplifies the voice of the person you’re speaking to.

Here’s how to use it.