Overview:

- In Q2 2025, global sales of TWS devices grew 4% YoY, driven by the expansion of affordable models, particularly those priced under $50, in emerging markets, as well as premium models featuring artificial intelligence (AI), healthcare functions, and high-resolution audio. Demand in emerging markets remained resilient, while replacement cycles for premium models, such as Apple’s, also supported growth in mature markets. In this context, both Apple and Xiaomi continued to deliver strong performance. Looking ahead, we expect the market to expand through 2028, primarily fuelled by cost-effective products priced under $25 that are expected to capture new demand, especially in emerging economies.

- Apple maintained a 19% market share with sales volume growing by 5% YoY. 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 addition, the device includes a real-time translation function, which currently supports only four major languages but is expected to expand to a wider range over time.

- The market size of the $100-and-above segment increased by 14% YoY in Q2 2025. With a 12% increase, it reversed its downward trajectory and turned upward, and this trend is expected to continue with the launch of the AirPods Pro 3. As smartphone OEMs build their ecosystems, they also dominate the TWS sector. Traditional audio makers like Sony, Bose, and Sennheiser are performing well, but their growth rate still lags behind that of smartphone OEMs. Apple, Samsung, Xiaomi, and Huawei show noticeable performance in terms of TWS market.