Apple Leads Global TWS Shipments in Q3 2025

True wireless stereo (TWS) is a wireless audio technology that can produce stereo sound. These devices transmit sound through speakers or mobile phones without cable connections, but rather via Bluetooth connectivity.

Omdia's market research report shows that total global TWS shipments reached 92.6 million units in Q3 2025. The volume increased slightly by 0.3% from the same period last year (year-on-year/yoy).

During this period, Apple dominated 20% of the global TWS market with shipments of 18.2 million units. However, its growth shrank by 4% from Q3 2024 (yoy).

"The latest generation of AirPods Pro 3 comes with a heart rate sensor, affirming that ecosystem strength is more influential than unit volume in the premium segment," Omdia wrote in its report on Wednesday (10/12/2025).

Xiaomi ranked second, shipping 8.6 million TWS units. Although its volume was still lower than Apple's, Xiaomi's shipment growth was more significant, increasing by 24% (yoy).

Omdia explained that Xiaomi's growth was driven by a triple-digit surge in the Latin American market and various developing countries, primarily due to improved features on devices priced under US$50.

Following them were Samsung, which shipped 7 million units, a decrease of 16% (yoy); boAt, with 6.7 million units, a correction of 11% (yoy); and Huawei, with 5 million units, a surge of 35% (yoy). Huawei's shipment growth was the largest on this list.

Meanwhile, the combined shipment volume of TWS devices from other brands reached 46.4 million units, an annual increase of 1% (yoy).

On the other hand, Omdia Analyst Jack Leathem believes that TWS manufacturers are currently focusing on enhancing user experience to strengthen consumer loyalty, rather than merely expanding market share.

"The TWS market is now divided into two directions: premium differentiation with ANC and best-in-class sound quality supported by AI and health features, and affordable innovation in emerging markets," Jack said in his report.