A recent report by Canalys establishes Apple as the unrivaled leader in the global wireless headphones market for Q1 2025, with a remarkable 18.2 million shipments and a commanding 23.3% market share. But in a surprising shift, Samsung has lost its second-place ranking to the up-and-coming Xiaomi. While Apple (including its Beats line) continues to dominate the True Wireless Stereo (TWS) segment, there’s a slight dip in shipments compared to the first quarter of 2024, accounting for 23.3% down from 24.4%. Nevertheless, year-over-year growth stands strong at 12%, playing a pivotal role in rejuvenating the global market.
The surge in total global TWS shipments, which has climbed to 78.3 million units, marks an impressive 18% annual increase—indeed, this is the fastest growth rate for the segment since 2021.
Brands are aggressively expanding their reach, aiming to attract new customers through innovative features. Apple’s entry into health-related functionalities and its robust ecosystem play a major role in this growth spree. Features like seamless device switching, spatial audio with dynamic head tracking, and hands-free Siri distinguish the AirPods from the competitors. Notably, the AirPods Pro 2 offer hearing health functionalities, while the Powerbeats Pro 2 even keeps an eye on your heart rate.
Apple’s dominance remains particularly evident in North America, where it holds over 50% of the market share. This established market favors Apple, which maintains its lead across all similar territories. However, increased competition is palpable in emerging markets, with vendors undercutting prices to gain market traction. Xiaomi exemplifies this trend, recording a whopping 63% year-over-year increase in shipments, reaching 9 million units and surpassing Samsung for the second spot globally.
Samsung, including its subsidiaries such as JBL, saw a more muted performance with a 7.1% market share and 5.6 million units shipped. Huawei and the Indian brand boAt trailed in fourth place at 6% and fifth place at 4.9%, respectively. The researchers note a pivot in the broader market, with consumers seeking more than just basic audio functionality; lifestyle and ecosystem value are now key deciding factors, placing Apple in a favorable light. Interestingly, a surge in U.S. market growth has been linked to inventory buildup in anticipation of impending tariff changes, prompting retail partners to stockpile product supplies.
Report findings also draw attention to a fresh trend: the rise of Open-ear Wireless (OWS) devices. These innovative earbuds feature an ear-hook and ear-clip design that promotes a more ambient listening experience. While OWS devices still lag behind TWS in audio quality, some manufacturers are diligently working to bridge this gap. Apple has yet to join in on this exciting new trend.
Amid fierce competition, should we expect more surprises in this ever-evolving audio landscape?
Questions & Answers
What position does Apple hold in the global wireless headphones market?
Apple leads the market, achieving 18.2 million shipments and capturing 23.3% of the share in Q1 2025.
Who has taken over Samsung’s second-place position?
Xiaomi has surpassed Samsung, now holding second place with 9 million units shipped.
What new trend is emerging in the wireless headphones market?
A growing momentum for Open-ear Wireless (OWS) devices is developing, which offers ambient listening experiences.
