Global TWS Earbuds Market to Grow 3% in 2025: Apple Leads, Entry-Level Segment Drives Future Growth

According to the latest report from Counterpoint Research, global TWS (True Wireless Stereo) earbuds sales are projected to grow by 3% in 2025, continuing a steady upward trend through 2028. While the market enters a maturity phase with peak sales and heightened competition, there's still significant growth potential — especially in the sub-$50 entry-level segment.

Emerging markets are expected to be the key growth drivers, offsetting declining demand for premium TWS models priced above $150.

Apple is forecasted to maintain its leadership with a 21% global market share in 2025, thanks to strong brand loyalty and the anticipated launch of the AirPods Pro 3, which could serve as a major upgrade catalyst. In the long term, the AirPods 5 (expected in 2027) could play a crucial role in expanding Apple's reach in the lower-tier segment.

Xiaomi is predicted to secure the second spot with 8% market share, leveraging its broad product lineup and global distribution network.

boAt, one of India’s largest TWS brands, may experience a decline in market share due to saturation in its primary user base and intensifying competition from Chinese rivals.

Samsung is set to hold the fourth position, thanks to strong integration with its Galaxy ecosystem and improvements in noise cancellation and AI features.

JBL rounds out the top five, bolstered by strong Q1 performance in India and rising demand for its budget-friendly TWS options.

Despite market maturity, the TWS segment is expected to remain dynamic, with innovation in AI, noise cancellation, and affordability shaping the next wave of growth.