Top-Selling TWS Brands Globally in Early 2025

True wireless stereo (TWS) is a wireless audio technology that produces stereo sound. This device delivers sound through speakers or a mobile phone without a wired connection, instead using Bluetooth connectivity.

According to market research firm Canalys, total global TWS shipments reached 78.3 million units in Q1 2025. This volume increased by 8% year-on-year (YoY), marking the highest growth since 2021.

This growth is driven by vendor expansion strategies, both geographically and across price segments.

"They are building long-term advantages in regions such as Southeast Asia, Central and Eastern Europe, Latin America, and Africa through competitive pricing and optimized local operations," said Canalys Analyst Jack Leathem in his report on Wednesday, May 21, 2025.

In the first quarter of this year, Apple controlled 23.3% of the global TWS market share with shipments of 18.2 million units, a 12% YoY increase. This includes TWS shipments from Apple's subsidiary, Beats.

"The advantages of the product ecosystem and Apple's focus on integrating health features are key drivers," Canalys wrote in its report.

Xiaomi then rose to second place, shipping 9 million TWS units, a 63% YoY surge.

This was followed by Samsung, which shipped 5.6 million TWS units, up 8% YoY. This includes sales from its subsidiary, Harman.

Huawei shipped 3.9 million units, a 40% YoY increase, and boAt shipped 3.9 million units, up 31% YoY.

Meanwhile, combined shipments of TWS devices from other brands reached 36.9 million units, growing 11% year-on-year (YoY).