Apple Leads TWS Market as Xiaomi Surpasses Samsung in Global Sales

Apple continues to dominate the TWS market with 23.3% share; Xiaomi climbs to second place, overtaking Samsung in global wireless earbuds shipments.

Apple Maintains Leadership in Global True Wireless Stereo Market

A recent report from Canalys reveals that Apple remains the undisputed leader in the global wireless earbuds market during the first quarter of 2025. The Cupertino tech giant shipped an impressive 18.2 million units, capturing 23.3% of the worldwide market. Meanwhile, Samsung has slipped behind Xiaomi, which has surged ahead to claim second place.

Despite a slight decrease in market share compared to Q1 2024 (from 24.4% down to 23.3%), Apple still achieved a remarkable 12% year-over-year growth. This growth largely fueled the overall recovery of the global market, underscoring Apple's ongoing strength in this competitive sector.

Global TWS Shipments Soar with Fastest Growth Since 2021

The worldwide shipment volume of True Wireless Stereo (TWS) devices reached 78.3 million units—a striking 18% increase compared to the previous year. This marks the fastest expansion pace in the TWS industry since 2021. Brands are aggressively expanding their reach geographically and tapping into new customer bases to capitalize on this booming market.

Apple’s growth can be credited in part to its integration of health-related features and the seamless experience offered by the Apple ecosystem. Features like effortless device switching, spatial audio with dynamic head tracking, and hands-free Siri voice controls differentiate AirPods from competitors.

Innovative Features Power Apple's Success

Take, for example, the AirPods Pro 2, which include hearing health functionalities, and the Powerbeats Pro 2, which even support heart rate monitoring. These innovations not only attract more users but also deepen customer loyalty within Apple’s ecosystem.

Regional Market Insights: Apple Dominates North America

North America remains Apple’s stronghold, with the company controlling over 50% of the TWS market there. This region is a mature market where Apple retains leadership across all established segments. On the other hand, emerging markets witness fierce competition from brands offering aggressive pricing strategies.

Xiaomi’s Rapid Rise Challenges Samsung’s Position

Xiaomi has made significant strides, increasing shipments by 63% year-over-year to reach 9 million units globally. This surge allowed Xiaomi to overtake Samsung, claiming the second spot in worldwide TWS shipments.

Samsung, which includes subsidiaries like JBL, settled for a more modest 7.1% market share with 5.6 million units shipped. Other notable players include Huawei and India’s boAt brand, which hold fourth and fifth places with 6% and 4.9% of the market share respectively.

Shifting Consumer Preferences Shape Market Trends

According to the report, the broader market is moving beyond mere basic audio functionality. Consumers now prioritize lifestyle values and ecosystem integration—areas where Apple excels. The surge in the U.S. market is partly due to retailers stocking up in anticipation of tariff changes.

Open-ear headphones like the Honor Earbuds Open are gaining popularity as comfortable listening alternatives.

Emergence of Open-Ear Wireless Devices (OWS)

A new trend highlighted in the report is the rising popularity of Open-Ear Wireless Devices (OWS). These headphones feature over-ear hooks and ear clips designed for greater comfort during extended listening sessions.

While OWS devices currently lag behind TWS in sound quality, manufacturers are actively working to close this gap. Apple has yet to enter this open-ear headphone segment but could be watching closely as the trend grows.

"People are leaning more towards lifestyle and ecosystem values, which puts Apple in a very advantageous position." — Industry Analyst

Conclusion: What’s Next for the TWS Market?

With Apple firmly holding its position as the TWS leader and Xiaomi rising fast, the wireless earbuds market is hotter than ever. Will Samsung bounce back, or will Xiaomi continue its climb? How will emerging tech like open-ear devices reshape consumer preferences? One thing’s for sure: innovation and ecosystem integration will continue to be key battlegrounds for these brands.

FAQs

• Which brand leads the global TWS market?
  Apple leads the global TWS market with a 23.3% share and 18.2 million units shipped in Q1 2025.
• Who is the second-largest TWS vendor worldwide?
  Xiaomi has overtaken Samsung to become the second-largest vendor, shipping 9 million units.
• What is driving Apple’s TWS growth?
  Apple’s growth is fueled by health-related features, ecosystem advantages, and advanced audio technologies like spatial sound.
• What are Open-Ear Wireless Devices (OWS)?
  OWS are wireless headphones with open-ear design, featuring over-ear hooks and clips for comfort, gaining traction for casual listening.
• How are emerging markets affecting TWS competition?
  Aggressively priced products from brands like Xiaomi and boAt increase competition in developing markets, challenging Apple’s dominance.

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