AirPods have become one of Apple's biggest accessory hits, but the company faces the tough challenge of driving repeat sales in a market that's showing signs of fatigue.AirPods ProA Consumer
AirPods have become one of Apple's biggest accessory hits, but the company faces the tough challenge of driving repeat sales in a market that's showing signs of fatigue.

Hand holding two white wireless earbuds with silicone ear tips, on a blurred white background.
AirPods Pro

A Consumer Intelligence Research Partners (CIRP) report claims about 40% of iPhone owners use Bluetooth earbuds, with roughly 60% of them choosing AirPods. That equates to about 25% of iPhone users overall.

While a quarter of Apple's massive installed base is nothing to dismiss, it's also not the kind of saturation that guarantees easy future growth.


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