The latest report by Canalys reveals that the global market for TWS (True Wireless Stereo) audio devices saw a significant 18% growth in Q1 2025, with total shipments reaching 78 million units. Apple maintained its leading position with 18.2 million shipments, outperforming competitors like Xiaomi, Samsung, Huawei, and boAt.
While the US market experienced double-digit growth, driven by preemptive inventory buildup in response to tariff uncertainties, Apple continues to dominate with over 50% market share in North America. Other smaller manufacturers are facing challenges due to soft consumer demand and regulatory uncertainties.
As the TWS market evolves, vendors are focusing on form factor innovation and scenario-based use cases in the short term. However, long-term success will depend on the ability to move beyond price competition and offer a more holistic ecosystem approach, catering to user demands for real-time translation, fitness tracking, and AI interaction.
Looking ahead to the rest of 2025, TWS devices will continue to be a strategic focus for companies, enabling them to diversify their portfolios and reach new consumer segments.
