Pre 'AirPods 3' release, Apple losing some traction in wireless earbud market

Apple's existing AirPods range lost market share globally, but the forthcoming "AirPods 3" is expected to change that.

New market research says that customer interest in the TWS (Total Wireless Stereo) market waned globally in Q2 2021, compared to Q1. Across the US, sales grew only 1% from the previous quarter.

Year Over Year, the market for wireless earbuds did grow 27%. Counterpoint Research attributes that rise to the coronavirus pandemic, and the overall waning of sales to a lack of new devices.

"Apple lost considerable share in both sales volume and value despite big price drops on the AirPods," said Counterpoint Research senior analyst Liz Lee in a statement, "but the company is unlikely to be too worried."

"I think the 3rd generation AirPods expected next month could be a massive hit," she continued. "It's been so long since we've seen a new release, and if you factor in some attractive pricing, it's very possible the AirPods 3 could push overall sales for Apple TWS hearables past 80m for the year."

Counterpoint Research's summary of the wireless earbuds market

Lee says that despite the current quarter's low rise, the "ecosystem is strong," and the market is proving successful for a number of companies.

"Samsung grabbed a big portion of the premium segment, while Xiaomi was a standout across sub-$100," Lee said. "Indian player boAt, also made some great gains on the back of domestic market recovery to reach eighth globally, its best showing ever."

Apple is expected to announce its "AirPods 3" at an iPhone launch event in September.

10 Comments

lkrupp 19 Years · 10521 comments

About 3 years ago

Remember the photos of what smartphones looked like before the iPhone? As we all know, shortly after the iPhone’s release, suddenly smartphones started to look and work like the iPhone. The iPhone clones were cheaper and, even though they couldn’t match the iPhone’s usability, they gained market share.

Same goes for the AirPods. Notice how the clones look.

avon b7 20 Years · 8046 comments

lkrupp said:

Remember the photos of what smartphones looked like before the iPhone? As we all know, shortly after the iPhone’s release, suddenly smartphones started to look and work like the iPhone. The iPhone clones were cheaper and, even though they couldn’t match the iPhone’s usability, they gained market share.

Same goes for the AirPods. Notice how the clones look.

You would expect a 'clone' to look identical or very similar.

The thing is, the market is full of different shapes and sizes and most of them don't actually look like AirPods clones at all.

In terms of general look and shape, it is determined by ergonomics, not Apple.

sirlance99 11 Years · 1301 comments

lkrupp said:

Remember the photos of what smartphones looked like before the iPhone? As we all know, shortly after the iPhone’s release, suddenly smartphones started to look and work like the iPhone. The iPhone clones were cheaper and, even though they couldn’t match the iPhone’s usability, they gained market share.

Same goes for the AirPods. Notice how the clones look.

Not at all. There we a few wireless buds around before the AirPods. Technology has just made it easier for other companies to make more that look nothing like the AirPods.

Japhey 6 Years · 1772 comments

Aside from the original AirPods, haven’t all subsequent versions been launched via press release? Sure, these are expected to have a new design, but so did 2/3 of those other models, and they weren’t special enough to warrant stage time. Why is everyone just assuming these are event worthy?

urahara 13 Years · 733 comments

I have just ordered other headphones than Apple AirPods Pro. Because the battery life is 40% better.
I was riding a train today for 4 hours. AirPods have almost depleted.
Though I love how they fit and their light weight.