Apple dominates, but loses ground, in the intra-wireless market

the AirPods Pro and the intras of Beats still largely dominate the TWS device market (Total Wireless Stereo), or more commonly said, wireless intras. However, the latest Counterpoint Research report indicates that this domination is weaker, much weaker than before. Thus, in Q2 2021, the AirPods / Beats market share was 24% in this very specific market, far from the 35% Pdm of Q2 2020. Behind, the main competitors are all benefiting from this little slack. Xiaomi is thus approaching 10% of Pdm (7% in 2020), Samsung is flirting with 7% (against 5% last year), and JBL is just below 5% (against 3%). The TWS market as a whole grew by 27% over the period concerned.

Counterpoint explains the fall of Pdm on the Apple side by the wait-and-see attitude of consumers, the latter waiting for the AirPods 3 which should be unveiled in September, during the iPhone 13 conference. For Counterpoint, it is even “Very possible that AirPods 3 could push global sales of Apple TWS headphones beyond 80 million over the year (in progress, Editor’s note).” The analysis firm also notes that Samsung achieves good scores in the premium segment while Xiaomi would be a real hit on the entry level at less than $ 100.