In the first quarter of 2025, Apple solidified its position as the global leader in the wireless headphone market, achieving an impressive 18.2 million shipments and capturing a substantial 23.3% market share, according to the latest data from Canalys. This robust performance underscores Apple's ability to leverage its unique hardware-software ecosystem, particularly in the true wireless stereo (TWS) segment, which continues to thrive.
Despite a slight decline in market share from 24.4% in the first quarter of 2024, Apple's year-over-year growth of 12% in shipments significantly contributes to the overall rebound of the global market. Total global TWS shipments surged to 78.3 million units, representing an 18% annual increase—the fastest growth rate for this category since 2021. Leading brands are reportedly expanding their reach aggressively, both geographically and in terms of product offerings, to attract new customers.
Apple's sustained growth can be attributed to its strategic emphasis on integrating health-related functionalities within its products. Features such as seamless device switching, spatial audio with dynamic head tracking, and hands-free Siri elevate Apple's offerings in a competitive and increasingly price-sensitive market. Notably, the latest Powerbeats Pro 2 now include heart rate monitoring, while the AirPods Pro 2 boast a suite of hearing health features, including capabilities that allow them to function as medical-grade hearing aids.
While Apple continues to dominate established markets like North America—where it commands over 50% market share—emerging regions are experiencing a surge in competition. Rival vendors are employing aggressive pricing and localization strategies to capture a growing customer base. For instance, Xiaomi achieved a remarkable 63% year-over-year increase in shipments, reaching nine million units and surpassing Samsung to become the second-largest TWS vendor globally. Samsung, including its Harman subsidiaries like JBL, shipped 5.6 million units, holding a 7.1% market share.
The broader market trend indicates a shift away from basic audio functionality towards enhanced lifestyle and ecosystem value, placing Apple in a favorable position. To maintain its competitive edge, Apple must continue to expand the utility and desirability of its headphone offerings. Canalys attributes the renewed growth in the U.S. market partly to inventory buildup in anticipation of tariff changes, prompting retail partners to stockpile high-demand products, including those from Apple.
Canalys also highlighted the increasing momentum of open-ear wireless devices (OWS). This emerging category includes ear-hook and ear-clip designs that aim to blend audio technology with fashion, offering a more ambient listening experience. While OWS products currently lag behind traditional TWS devices in audio fidelity, some vendors are collaborating with audio labs to bridge this gap. Although Apple has yet to venture into the OWS segment, the growing trend towards lifestyle-oriented form factors could influence the design and functionality of its future products.
As Apple continues to innovate and expand its product lineup, it remains well-positioned to lead the wireless headphone market well into the future. By focusing on health integrations and lifestyle enhancements, Apple is not only enhancing its competitive advantage but also paving the way for continued growth in a rapidly evolving industry.
