Canalys: Global TWS market grows 18% as Apple remains undisputed leader

The global market for TWS (True Wireless Stereo) audio devices recorded an impressive 18% growth in Q1 2025, reveals Canalys in its latest report. This is the highest yearly rate since 2021, with shipments reaching 78 million units.

Apple remained the leader with 18.2 million shipments, twice as many as the second-ranked Xiaomi. Samsung came close in third, followed by Huawei and boAt.

The US market grew double digits in Q1 2025, but Canalys pointed out this is due to preemptive inventory buildup in response to tariff uncertainties. Apple holds over 50% of the market share in North America, while small manufacturers are pulling back due to soft consumer demand and an uncertain regulatory landscape.

Analysts at Canalys pointed out that the TWS market is entering a new phase. In the short term, everyone is aiming to provide form factor innovation or scenario-based use cases, but it is the vendor's ability to move beyond price competition that will define the market in the long term.

Users now want real-time translation, fitness tracking, and AI interaction, which requires a more holistic ecosystem approach.

TWS will also remain a key focus for the remainder of 2025, allowing companies to complement their portfolios and expand to new consumers.

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