Overview:

• The global TWS market saw a slight YoY decline in sales volume due to softening demand in Europe and NA. However, overall revenue showed growth, driven by new models from major brands launches including the AirPods Pro 3. Although the market contracted in Q3, steady, moderate growth is expected for 2025.

The TWS market is expected to continue its growth, driven by the expansion of emerging markets led by low-priced products, as well as improvements in sound quality and the integration of healthcare and AI features by premium brands. While growth in regions such as North America and Europe may slow somewhat, demand is likely to persist due to ongoing interest in new features and replacement cycles coming into effect.

• Apple will keep leading the TWS market in 2025. Its successful portfolio realignment is the primary driver of sustained growth. The launch of AirPods Pro 3 is expected to further solidify Apple’s position in the above $150 ultra-premium segment. AirPods Pro 3 is likely to stimulate replacement demand among existing AirPods Pro 2 users, while new healthcare features, such as enhanced ANC, real-time heart rate and calorie burns tracking through an ultra-compact heart rate sensor, could also attract new consumers.
• In particular, the transition from TWS appears to be largely complete in major developed countries. Factors such as longer device lifespans and a lack of groundbreaking innovation are also contributing to the slowdown in market growth. However, replacement demand still exists in emerging markets, primarily driven by low-cost products. Moreover, features like real-time AI translation, healthcare applications, and the natural replacement cycle suggest that the market is unlikely to contract before 2028.

Table of Contents:

• Ÿ   By Region
• Ÿ   By Brand

Published Date: December 2025