Xiaomi is set to dominate the global true wireless stereo (TWS) earbuds market in 2025, with a 22% growth forecast on an annual basis, according to the latest projections from Counterpoint Research. A surprising result, especially when compared to the general trend of the sector, which should record a modest increase of 3%. While Apple, the historic leader in the premium segment, is expected to see a slight decline of 0,4%, Xiaomi stands out for its aggressive strategy and an increasingly convincing commercial proposition.
Xiaomi Set to Dominate Global TWS Earphone Market
Xiaomi’s success in the TWS sector is driven mainly by the entry-level segment, that is, the one under 50 euros. In an economic context in which consumers prioritize value for money over premium features, TWS earphones have become an essential accessory, on par with smartphones. This has generated a constant replacement cycle, even if the overall growth of the market is slowing.
Xiaomi's strategy is clear: competitive pricing, widespread expansion of sales channels, and strong integration with the HyperOS ecosystem. The brand has managed to gain significant market share in emerging regions such as Southeast Asia, Latin America, and Eastern Europe, where the demand for accessible technology is constantly increasing. In the first quarter of 2025, Xiaomi shipped over 9 million units, achieving a global market share of 11,5%, with a growth of 63% compared to the previous year.
Meanwhile, Apple is facing an increasingly mature premium market, with longer device lifecycles and a reduced propensity for impulse purchases. The arrival of the AirPods Pro 3, with new health features, could provide a temporary boost, but their high price tag risks limiting their uptake. The next big leap for the AirPods line is not expected until 2027 at the earliest.
Samsung maintains a steady 9% growth, thanks to the integration of TWS earphones into its Galaxy ecosystem. Upcoming AI features, such as intelligent noise cancellation and real-time translation, promise to strengthen user loyalty. JBL, under the control of Harman (owned by Samsung), also records 18% growth, thanks to a broad catalog that covers both the budget and premium segments.
