AirPods Dominate: Apple’s TWS Reign Continues in 2025
Apple continues to dominate the true wireless stereo (TWS) market in 2025, solidifying its position as the undisputed leader despite increased competition. New data from Canalys reveals that Apple, including its Beats subsidiary, shipped 18.2 million units in the first quarter of 2025, capturing a 23.3% market share. This achievement underscores Apple's ability to leverage its hardware-software ecosystem, differentiating its products in an increasingly competitive landscape.
While Apple's market share slightly decreased from 24.4% in Q1 2024, its 12% year-over-year growth significantly contributed to the global market's overall rebound. Total global TWS shipments rose to 78.3 million units, marking an 18% annual increase—the fastest growth rate for the category since 2021.
The TWS market's resurgence is fueled by ecosystem strategies, geographic expansion, and a shift from utilitarian products to lifestyle-centric wearables. Apple's continued success hinges on integrating health features, such as heart rate monitoring in the Powerbeats Pro 2 and hearing health functionalities in the AirPods Pro 2. These features, coupled with seamless device switching and spatial audio, keep Apple ahead of the game.
However, competition is heating up.Xiaomi achieved a remarkable 63% year-over-year increase, shipping nine million units and surpassing Samsung to become the second-largest TWS vendor globally. Xiaomi's success is attributed to aggressive pricing and localization strategies in emerging regions. Samsung, Huawei, and boAt also made significant contributions, demonstrating the importance of tailored strategies for price-sensitive consumers and specific distribution needs.
The rise of open-ear wireless devices (OWS) is another notable trend. These devices, blending audio technology with fashion, are gaining traction. While they currently lag behind traditional TWS devices in audio fidelity, manufacturers are working to close the gap.
Canalys analysts, including Cynthia Chen, highlighted that OWS is transforming earbuds into expressions of personal style, with manufacturers experimenting with bold materials, colors, and decorative elements. This design-centric innovation suggests that the future of TWS lies not only in technical specifications but also in emotional and stylistic resonance with consumers.
According to Jack Leathem, Analyst at Canalys, the growth of the TWS market is driven by leading ecosystem vendors expanding into markets such as Southeast Asia, Latin America and Africa. These vendors are reshaping the competitive landscape through stronger brand presence, localized operations and after-sales networks.
The broader market shift towards lifestyle and ecosystem value places Apple in a favorable position. The long-term winners in the TWS market will be those who can move beyond price competition and create integrated service ecosystems that blend hardware, software, and content, according to Canalys. Brands must innovate consistently while addressing diverse lifestyle needs.
Looking ahead, the TWS market is expected to evolve beyond basic audio functionality towards features like AI-powered assistants, fitness tracking, and real-time translation. This evolution requires a holistic approach, integrating hardware, software, and services to enhance user engagement across various aspects of life.
What features are most important to you in wireless earbuds? Do you prioritize sound quality, battery life, health integrations, or fashion-forward design? Let us know your thoughts in the comments below!
