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Apple has been one of the dominant brands when it comes to wearables and headphones for years. The Apple Watch and AirPods are known worldwide and market leaders in their respective categories. But recent figures show that the lead is shrinking. While new models and a strong ecosystem are helping Apple stay ahead, competitors, especially Huawei, are catching up significantly.
If you use Apple products, you're not alone. Millions wear an Apple Watch or AirPods every day. These devices have become an integral part of many users' everyday lives. Apple has established a lead through design, functionality, and seamless integration with iOS. But how stable is this market share? Two recent reports from Counterpoint Research provide insight into how the smartwatch and true wireless earphone markets are developing—and what's in store for Apple.
AirPods: Market leader with stable share
According to Counterpoint Research, Apple remains clearly the leader in the market for true wireless stereo (TWS) headphones with its AirPods. Its global market share currently stands at around 21 percent. This represents a minimal decline of 0.4 percent compared to the previous year – but no other manufacturer comes close. Huawei follows in second place with 8 percent. All other brands are below the 5 percent mark. Apple has brought some new momentum to the market with its current AirPods model series.
The upcoming AirPods Pro 3 model will be particularly relevant. According to the report, demand will increase primarily due to existing users who want to upgrade to the new generation with enhanced health features and an improved sound experience. However, this model is not expected to significantly boost overall sales – the high price will have a dampening effect. A significant increase in unit sales is not expected until 2027, when new standard AirPods are scheduled to hit the market.
Apple Watch: Market leader under pressure
Apple also remains the leader in the smartwatch market – albeit with a declining share. For many years, its market share was over 50 percent. Now, according to estimates, this figure has fallen to around 20 percent. This means that Apple is still in the lead, but Huawei follows with 16 percent and is growing strongly. It is striking that Apple has lost market share for the sixth consecutive quarter. Nevertheless, the company is holding on to number one – primarily thanks to its large iOS user base, which continues to rely on Apple hardware. But this advantage alone may soon no longer be enough, as Huawei is aggressively expanding beyond China and India. In addition, other Chinese providers such as Imoo and Xiaomi are also strengthening their position. These brands have not only been able to grow in their home markets, but are also gaining importance internationally. This increases the pressure on Apple to deliver innovations and keep its user base active.
AirPods and Apple Watch ahead – but no longer uncatchable
Apple is currently still the market leader – both in in-ear headphones and smartwatches. The AirPods are clearly ahead of the competition with a stable 21 percent market share. The Apple Watch also remains ahead, although its market share has declined significantly. The coming years will be crucial. While Apple is scoring points with new features and tight ecosystem integration, providers like Huawei, Imoo, and Xiaomi are catching up. It will be particularly exciting to see how Apple responds to this development – and whether the tech giant manages to defend its position at the top. (Image: Shutterstock / SAVIKUTTY VARGHESE)
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