ITC hearing aids sit snuggly in the lower portion of the outer ear. This makes them more discreet than in-the-ear and behind-the-ear designs, but easier to insert and remove than those placed deep inside the ear canal. The shell of the ITC makes room for a bigger battery and powerful features. With all essential elements directly inside the outer ear, you don't have to worry about a bulky, external device getting in your way. Think better sound sounds and optimal fit.
Keep in mind, however, that there can be downsides to this type of style. Since the microphone and receiver are in close quarters, if the device isn't properly fitted or gets knocked out of place, it can lead to feedback, an unpleasant, high-pitched noise. In addition, since the device fits directly into the ear, there is a higher chance of earwax build-up. This makes maintenance and cleaning essential if you choose to go with an in-the-canal design.