The term digital bionics is used to dub Phonak's method of applying lessons from nature to its product development work. So, for example, digital bionics involves researching the biological systems related to hearing to create a hearing aid that mimics the natural way humans hear.

Phonak spokesperson Wendy McWilliams says "Baby boomers are becoming known for "spending their kid's inheritance" (or ski-ing) and if they have the ability to correct a hearing loss by way of a hearing aid, then it is expected they will want the best and most discreet on the market."

And this is what Phonak says it's created with the new Verve hearing aid – retailing for a cool $12 000 a pair. Well, if you want the best…!

So what do you get for the money? Two world firsts, says Phonak – the Verve hearing aid is the first to speak to the wearer and the first to learn and correct itself based on user interaction.

The SmartVoice feature uses clear spoken messages to deliver information to the wearer. This method relays alerts and status information such as a low battery to the wearer.

Other smart features include the AutoPilot which claims to automatically adapt the Verve to the wearer's environment, Sound Cleaning to filter out echo, machine or wind noise and Surround Zoom which suppresses background noises.

Verve is designed and manufactured in Switzerland with a focus on low-visibility and comfortable design, the company says.

See: http://verve.phonak.com