Apple Leads Global Wireless Earbuds Market in Q1 2025 [Chart]

Apple maintained its lead in the global true wireless stereo (TWS) market during Q1 2025, a period that saw the overall market achieve its highest growth rate since 2021, according to a new report from Canalys, now part of Omdia. Global TWS shipments surged 18% year-over-year to reach 78 million units, driven by vendors expanding geographically and across different price segments.

Apple captured a 23% market share in Q1 (including Beats), leveraging the strength of its ecosystem and an increasing focus on health integration. Xiaomi climbed to second place globally with 11.5% market share, experiencing a 63% year-on-year growth, while Samsung, including its Harman subsidiaries, held 7% market share. Huawei and boAt rounded out the top five with 6% and 5% market share, respectively.

"Leading ecosystem vendors continue to drive the market's momentum through their global expansion strategies, aiming to build long-term advantages in markets such as Southeast Asia, Central and Eastern Europe, Latin America, and Africa through cost-performance offers and optimized localized operations," said Jack Leathem, Analyst at Canalys. "Here, vendors such as Xiaomi and Huawei are displacing white-label players and reshaping the competitive landscape through stronger brand presence, after-sales networks, and channel strategies. Meanwhile, the US market returned to growth in Q1 2025, posting double-digit year-on-year gains, largely driven by preemptive inventory buildup in response to tariff uncertainties. Apple maintained its dominance in North America, holding over 50% market share, while several low-cost brands are pulling back their investments due to soft consumer demand and an uncertain regulatory landscape, suggesting the recovery would remain fragile."




The report also highlighted the rapid growth of open-ear devices (OWS), which are outgrowing the broader TWS market as the sector shifts towards value-driven, lifestyle-oriented products. "OWS is where technology meets fashion—TWS is evolving into a form of personal expression," noted Cynthia Chen, Research Manager at Canalys. "Mainstream players are investing in ear-hook and ear-clip designs, with bold materials, colors, and decorative elements such as gradient finishes, crystals, and metallic inlays. To offset acoustic limitations, emerging vendors are collaborating with audio labs to optimize sound quality, with some products nearing traditional TWS standards. OWS is now a key focus for 2025, complementing existing portfolios and enabling brands to meet diverse consumer needs through a dual-form factor strategy."

Looking ahead, Canalys sees the TWS market entering a new phase. It's becoming more about offering diverse products, building stronger brands, and creating personalized experiences for users. While new designs and specific use-cases are creating immediate chances for growth, long-term success won't just be about price. Vendors will need to tap into what consumers really want, like real-time translation, fitness tracking, and AI interaction, requiring a more comprehensive approach that integrates services and features.

More details in the full report linked below...


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