Global TWS Market Tracker, Q3 2025
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 9% growth, driven by new models from major brands launches including the AirPods Pro 3 and Galaxy Buds FE. Although the market contracted in Q3, steady, moderate growth is expected for 2025.
- Apple is projected to maintain its leading position with a 21% market share following the launch of the AirPods Pro 3. Equipped with the new H3 chipset, the Pro 3 offers improved sound quality, enhanced ANC, longer battery life, and new health features such as body temperature and heart-rate sensors. It also introduces expanded AI capabilities, including real-time translation. With performance clearly surpassing that of the AirPods 4 ANC model, strong demand for the Pro lineup is expected to continue.
- Samsung adopted a dual-track strategy by combining price competitiveness with expansion of AI features through its FE model.
Strengthening the budget lineup: The Galaxy Buds 3 FE, launched in September, targets price-sensitive consumers and helps defend against mid-range competitors such as Xiaomi.
Flagship-level AI integration: By equipping the FE model with key AI features—including voice translation—Samsung maintains consistency across the Galaxy ecosystem while accelerating the spread of AI within the wireless earbuds category.
The strong performance of Galaxy smartphones also positively contributed to Samsung’s share in the earbuds market.
Table of Contents:
- By Region
- By Brand
- By Model
Published Date: November 2025
Category
Industry
Consumer Electronics
Service
TWS
Report Type
Report
Time Period
Quarterly
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Author
Kyunghwan Shin
Kyung Hwan is a Analyst at Counterpoint Technology Market Research. He currently works in smartphone market and TWS devices. He is focusing on smartphone market forecast, especially on price band.