Apple’s place because the dominant power within the international true wi-fi stereo (TWS) earbud market is anticipated to proceed via 2025, in response to Counterpoint Research.
The forecast outlines a 3% year-over-year enhance in international TWS unit shipments for 2025, signaling a transition from speedy development to a extra mature part for the class. Whereas Apple is about to stay the main model by income and model recognition, the report means that quantity development will probably be led by lower-priced fashions beneath $50 from different manufacturers, pushed by rising markets and substitute demand.
Counterpoint attributes Apple’s continued energy to the introduction the AirPods Pro 3, which is anticipated to see robust demand amongst present customers. The brand new mannequin is rumored to incorporate enhanced immersive audio and health-related options.
Nevertheless, because of the AirPods Pro‘s comparatively excessive worth level in comparison with opponents out there, they’re unlikely to drive development. In actual fact, Apple is anticipated lose market share very barely this yr. “A extra noticeable enhance in quantity is anticipated round 2027, when the usual AirPods and a brand new ANC-equipped model are launched,” Counterpoint added.
Counterpoint notes that whereas Apple stays unmatched within the premium section, its unit quantity development is more and more threatened by value-oriented manufacturers equivalent to Xiaomi and JBL, each of that are projected to file double-digit year-over-year cargo development in 2025. Xiaomi’s success is credited to its low-cost pricing technique and broad international distribution community, whereas JBL has gained traction in markets like India by providing trusted mid-tier merchandise with aggressive pricing and reductions.
Counterpoint believes that the broader TWS market now mirrors the trajectory of the smartphone sector, with substitute cycles lengthening and demand more and more tied to ecosystem options and regional worth dynamics.
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