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The market for wireless headphones is growing at its fastest pace in years – and Apple will once again be at the forefront in 2025. Despite fierce competition and a slightly declining market share, AirPods remain the dominant force. With 18.2 million units sold in the first quarter alone, Apple remains the benchmark in the industry.
If you're currently considering buying new wireless headphones, you can't go wrong with AirPods. Their sales figures, technical features, and the overall Apple ecosystem make them the first choice for many this year. While other brands are catching up, Apple continues to focus on quality, health technologies, and ease of use.
Apple remains market leader – despite movement in the ranking
Apple sold 18.2 million AirPods worldwide in the first quarter of 2025, achieving a market share of 23.3%. This keeps the company the leader in the true wireless stereo (TWS) segment. Although market share declined slightly compared to the same quarter last year (2024: 24.4%), Apple was able to increase the number of units shipped by 12%, demonstrating that demand continues to grow. The total number of TWS devices sold worldwide rose to 78.3 million units during the same period, representing an increase of 18% – the highest growth in this segment since 2021. Apple played a significant role in this.
Features that convince
As always, Apple is leveraging its strong hardware-software ecosystem to keep the AirPods attractive. These include features like automatic device switching, spatial audio with dynamic head tracking, and hands-free calling via Siri. An additional focus in 2025 will be on health. The new Powerbeats Pro 2—a product line under the Apple umbrella—now offer integrated heart rate monitoring. The AirPods Pro 2 have been enhanced with new hearing health features . They can be used, among other things, as medical hearing aids. This is particularly relevant in a market that is increasingly evolving from a pure audio experience to lifestyle and health features.
Competition is closing in – Apple stays ahead
Although Apple remains the leader, other manufacturers are catching up. Xiaomi increased its sales by 63%, reaching nine million units shipped. This puts Xiaomi overtaking Samsung for the first time and becoming the global number two in the TWS market. Samsung, which also owns brands such as JBL, sold 5.6 million units in the same period, achieving a market share of 7.1%. Huawei followed with a market share of 6.0%, and the Indian brand boAt was in fifth place with 4.9%. Despite these developments, Apple remains the leader, especially in established markets such as North America, where it has a market share of over 50%. This strong presence is due, among other things, to its closed ecosystem, brand loyalty, and broad product range.
Apple focuses on lifestyle and ecosystem
The market for wireless headphones is changing: More and more users value design, comfort, and additional features. Basic audio quality is no longer enough for many. Apple is responding to this trend with a clear focus on the interplay of technology and lifestyle. An exciting new segment is open-ear devices (OWS), i.e. wireless headphones with an open ear hook or clip design. These combine fashion with a comfortable fit. Although Apple does not currently offer any OWS models, the growing popularity of this category could influence future product developments. The first manufacturers are collaborating with audio labs to improve the sound quality of these models. Apple is closely monitoring the market – entry into this segment is conceivable.
Global developments have an impact
It's also interesting to look at the global environment. In the US, many trading partners stocked up on Apple products early – fearing potential tariff changes. This inventory buildup further fueled the strong quarter.
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AirPods remain the best choice
AirPods remain a strong buy in 2025. Despite new competitors, growing product diversity, and changing trends, Apple maintains its position. The mix of a sophisticated ecosystem, smart functions, health features, and reliable quality continues to win over many users. If you're looking for wireless headphones that can do more than just play music, AirPods offer the best overall package. And this isn't just demonstrated by sales figures – but also by the steady innovation lead that Apple achieves year after year. Don't have AirPods Pro 2 yet? Then check out Amazon, where you can currently get Apple's earbuds at a lower price . (Image: Shutterstock / Roman Larchikov)
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