Global TWS Earbud Sales Projected to Increase in 2025, with Apple Leading

Market research firm Counterpoint projects a 3% year-on-year (YoY) increase in global true wireless stereo (TWS) sales volume in 2025.

"However, economic instability could slow market growth," Counterpoint wrote in its report on Wednesday (July 2, 2025).

Furthermore, the risk of slower growth is also influenced by factors such as longer device lifespans and a lack of revolutionary product innovations.

In 2025, Apple is expected to remain the leader in global TWS sales, with an estimated market share of 21%. However, this is a slight decrease compared to 2024.

"The upcoming launch of AirPods Pro 3 is expected to drive replacement demand from current Pro users, thanks to more advanced health features and a more immersive audio experience," wrote Counterpoint.

"However, due to the relatively high price of the Pro model, this product is not expected to drive growth in shipment volume," it continued.

Xiaomi follows, projected to achieve an 8% share of global TWS sales in 2025, an increase from the previous year.

Meanwhile, boAt's TWS market share is projected to fall to 5%, Samsung to remain stagnant at 5%, and JBL to rise to 4%.