07.03.2025
Apple's position as the dominant force in the global true wireless stereo (TWS) earbud market is expected to continue through 2025, according to Counterpoint Research. The forecast outlines a 3%

The forecast outlines a 3% year-over-year increase in global TWS unit shipments for 2025, signaling a transition from rapid growth to a more mature phase for the category. While Apple is set to remain the leading brand by revenue and brand recognition, the report suggests that volume growth will be led by lower-priced models under $50 from other brands, driven by emerging markets and replacement demand.
Counterpoint attributes Apple's continued strength to the introduction the AirPods Pro 3, which is expected to see strong demand among existing users. The new model is rumored to include enhanced immersive audio and health-related features.
However, due to the AirPods Pro's relatively high price point compared to competitors in the market, they're unlikely to drive growth. In fact, Apple is expected lose market share very slightly this year. "A more noticeable increase in volume is expected around 2027, when the standard AirPods and a new ANC-equipped version are released," Counterpoint added.
Counterpoint notes that while Apple remains unmatched in the premium segment, its unit volume growth is increasingly threatened by value-oriented brands such as Xiaomi and JBL, both of which are projected to record double-digit year-over-year shipment growth in 2025. Xiaomi's success is credited to its low-cost pricing strategy and broad global distribution network, while JBL has gained traction in markets like India by offering trusted mid-tier products with aggressive pricing and discounts.
Counterpoint believes that the broader TWS market now mirrors the trajectory of the smartphone sector, with replacement cycles lengthening and demand increasingly tied to ecosystem features and regional price dynamics.
Tags: AirPods Pro 3, Counterpoint
This article, "AirPods Pro 3 to Help Maintain Apple's Place in Earbud Market Amid Increasing Low-Cost Competition" first appeared on MacRumors.com
Discuss this article in our forums
You may also be interested in this
Apple’s iPhone 16 W…
05.29.2025
During the first quarter of 2025, Apple's iPhone 16 was the best selling smartphone in the world, according to estimates provided by Counterpoint Research. After the iPhone 16, the iPhone
Top 7 Best-Selling Smartp…
02.21.2024
Apple's iPhone models dominated the top 10 best-selling smartphones in 2023, with only Samsung's mid-range devices making the list, according to Counterpoint Research's Global Monthly Handset Model Sales Tracker. Apple
Apple may lean more on Ch…
10.01.2024
A fire at Tata Group’s Apple iPhone component plant in southern India has caused significant damage, potentially disrupting production ahead of the upcoming festive season sales surge. This setback could
Apple’s Global Smar…
01.13.2025
Apple's global smartphone market share declined to 18% in 2024, down from 19% the previous year, while Chinese manufacturers expanded their presence in the global market, according to new data
iPhone Sales in China Dro…
04.23.2024
iPhone sales in China declined significantly in the first quarter of 2024 as consumers turned to other premium smartphone brands, according to Counterpoint research. During the first quarter of the
iPhone 16e Sales Lag Behi…
06.03.2025
The iPhone 16e is one of Europe's top-selling smartphones, yet its early sales figures still lagged significantly behind those of Apple's previous mid-tier models, according to Counterpoint Research. iPhone 16e
Apple iPhone posts 8% YoY…
07.06.2023
Apple continued to excel in China’s smartphone market, exhibiting an 8% YoY increase without facing any significant competition during the 618 sales period in 2023 (June 1-June 18), even as
Apple Falls to Third Plac…
01.21.2025
Apple has experienced a significant decline in iPhone sales in China, dropping from the leading position to third place in the country's smartphone market during the fourth quarter of 2024.