Denmark's GN Resound is working on a hearing aid packed with Bluetooth-like technology that allows users to listen to calls and music from their iPhones as it looks to steal a march on its rivals.

The company's new chief executive Anders Hedegaard laid out plans for the company for the first time since taking the helm on August 1 in a change of management that surprised investors, according to Reuters.

GN Resound now wants to grow faster than the global market, which grew about 4 percent last year in terms of sales after four years of cutting costs to boost operating margins.

"The restructuring is over and now it's innovation and growth that are the priorities," said Hedegaard, according to Reuters.

The world's fourth-largest hearing aid maker has worked with Apple to develop the Resound Linx device. They expect the device to allow users to wirelessly transmit content from iPhones directly into their ear.

The company is hoping this will banish the stigma that a lot of people feel while wearing an aid by linking it to a fashionable brand.

As the world's population ages, and lives longer, the industry has become more competitive, and the company aims to gain an edge by appealing to iPhone users as it ages.

 "We expect Linx to be the biggest driver behind our gaining market share for the rest of the year," Hedegaard said, according to Reuters. "The hearing aids industry is driven by products so it is important to develop devices which have advantages. We are very conscious about this."

Jyske Bank and Handelsbanken analyst also expect the company to raise its full-year revenue and EBITA guidance for GN Resound.

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