A mobile phone or other personal communication device includes resources applying measures of an individual's hearing profile, personal choice profile, and induced hearing loss profile, separately or in combination, to build the basis of sound enhancement. A personal communication device thus comprises a transmitter / receiver coupled to a communication medium for transmitted receiving audio signals, control circuitry that controls transmission, reception and processing of call and audio signals, a speaker, and a microphone. The control circuitry includes logic applying one or more of a hearing profile of the user, a user preference related hearing, and environmental noise factors in processing the audio signals. The control circuitry may includes instruction memory and an instruction execution processor such as a digital signal processor.