TWS earbuds sales are projected to rise by 3% in 2025, with continued demand through 2028 despite entering a maturity phase. Growth will be primarily driven by emerging markets, especially for products priced under $50, as premium demand declines. Apple is expected to remain the leader with a 21% market share, aided by new product releases. Xiaomi is estimated to secure 8% of the global market, while boAt audio is likely to see a decline due to saturation. Samsung and JBL are anticipated to maintain competitive positions within the top five market shares.
Counterpoint Research forecasts a 3% growth in TWS earbuds sales for 2025, with emerging markets expected to drive demand in lower-priced categories.
Apple is anticipated to hold a dominant 21% market share of global TWS shipments in 2025, driven by upcoming releases like AirPods Pro 3.
Xiaomi is predicted to capture 8% of the global TWS market, thanks to a strong portfolio and wide sales channels, solidifying its market presence.
boAt audio may see a drop in its market share as its initial target audience is saturated, competing with stronger Chinese brands.
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