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The market for wireless earbuds shrank in the second quarter for the first time in three years – but Apple still gained ground and remains far ahead. However, the real growth is occurring in a form factor that AirPods don't even represent.
The figures come from a recent analysis by market research firm Omdia for the second quarter of 2026, i.e., April to June. Omdia counts shipments to retailers, not sales to end customers. The AirPods 5 with Active Noise Cancellation, starting at €149, which are available in stores today, are not yet included in these figures.
Key Facts at a Glance
- Worldwide, 82.1 million true wireless earbuds were shipped, 0.7 percent less than in the same quarter of the previous year.
- Apple shipped 16.8 million devices, an increase of 1.2 percent and a market share of 20.5 percent.
- Open-fit models, which leave the ear canal free, grew by 12 percent to 11.1 million units.
- Apple does not appear in the ranking of these open-ear models – even though Apple itself speaks of an open-ear design.
Apple is growing against the market
The overall market decline is the first year-on-year drop since the second quarter of 2023. The largest share of this decline came from mainland China, the world's largest market for this type of device. According to Omdia, shipments there fell by 9.5 percent because government purchase incentives for consumer electronics expired and some replacement purchases had already taken place in 2025. Figures also declined in the US and India.
In this environment, Apple shipped approximately 200,000 more devices than in the same quarter of the previous year. Among the five largest manufacturers, only OPPO saw an increase besides Apple; Xiaomi, Samsung, and Huawei all experienced declines.
| Manufacturer | Q2 2026 (million) | Market share | Q2 2025 (million) | Change |
|---|---|---|---|---|
| Apple | 16,8 | 20,5 % | 16,6 | +1,2 % |
| Xiaomi | 8,6 | 10,4 % | 8,8 | -3.1 % |
| Samsung | 5,5 | 6,7 % | 5,7 | -2.9 % |
| Huawei | 5,1 | 6,2 % | 5,7 | -10.6 % |
| OPPO | 4,1 | 5,0 % | 3,6 | +14,9 % |
| Total market | 82,1 | 100 % | 82,7 | -0.7 % |
The gap at the top is considerable: Apple has shipped almost twice as many devices as Xiaomi in second place. Samsung, Huawei, and OPPO together have shipped 14.7 million units, less than Apple alone.
Open-back headphones as a growth driver
Omdia divides the market into two classes. Classic models sit in the ear or partially in the ear, while open models leave the ear canal exposed – for example, as a clip on the edge of the ear or with a hook behind the ear. While sales of classic models declined by 2 percent, open models grew by 12 percent. Their share of the total market thus increased from 12.0 to 13.5 percent.
Clip-on models account for 61 percent of open-back earbuds, while over-ear models make up 39 percent. Two price categories saw particularly strong growth: devices under $50 increased by 323 percent, and the segment between $100 and $199 by 253 percent. Shokz is the market leader with 1.1 million units sold, followed by Sanag, Huawei, Baseus, and Edifier.
However, growth has slowed considerably. Omdia reported a 69 percent increase in open-back models for the third quarter of 2025. Nevertheless, the market research firm expects sales to double in the coming years: from 43.9 million units this year to 90.5 million in 2030. That would represent almost one in every five pairs of wireless earbuds shipped.
Why Apple's open-ear design doesn't count as open
In its German press release, Apple advertises the AirPods 5 as having the best active noise cancellation in an open-ear design. This refers to the design without silicone ear tips, which was already present in the AirPods 4. Omdia considers semi-in-the-ear models to be classic – and that's exactly how AirPods without silicone tips fit. Consequently, Apple is absent from the ranking of open-ear headphones: The manufacturer with the most shipments in the overall market plays no role in the fastest-growing segment.
Despite the growth, the scale of the market remains significant: Apple alone shipped more earbuds in the second quarter than all open-back manufacturers combined. Furthermore, much of that growth is driven by the entry-level segment under $50.
For you as a buyer, this means above all: Apple's "open-ear" and the term "open" in market research don't mean the same thing. If you're looking for earbuds that leave the ear canal completely uncovered, for example, when running in traffic, you won't find them in Apple's product range. Apple's earbuds cover the two classic designs., from the AirPods 5 without silicone tips to the AirPods Pro 3 with silicone tips.
Would open clip-on or ear hook models be an alternative to AirPods for you – or is the semi-open design without silicone tips open enough for you? Let us know in the comments which style you prefer.
