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Apple maintained its position as the undisputed leader in the TWS market, shipping 18.2 million units in the first quarter. Its market share of 23.3% remained well ahead of second-place Xiaomi, which shipped 9 million units—a 63% increase over the previous year. Samsung, Huawei, and boAt rounded out the top five with modest gains.
Market Share Breakdown
| Vendor | Q1 2025 Shipments (in million) | Q1 2025 Market Share | Q1 2024 Shipments (in million) | Q1 2024 Market Share | Change |
|---|---|---|---|---|---|
| Apple | 18.2 | 23.3% | 16.2 | 24.4% | 12% |
| Xiaomi | 9.0 | 11.5% | 5.5 | 8.3% | 63% |
| Samsung | 5.6 | 7.1% | 5.2 | 7.8% | 8% |
| Huawei | 4.7 | 6.0% | 3.4 | 5.1% | 40% |
| boAt | 3.9 | 4.9% | 2.9 | 4.4% | 31% |
| Others | 36.9 | 47.2% | 33.2 | 50.0% | 11% |
| Total | 78.3 | 100% | 66.4 | 100% | 18% |
U.S. Growth Driven by Tariff Concerns
The U.S. market contributed significantly to the global increase, driven largely by inventory buildup amid regulatory uncertainty. Apple continues to dominate the region with over 50% market share. However, Canalys noted that smaller vendors are pulling back due to weak consumer demand and an unpredictable policy environment.
Innovation Over Price Wars
According to Canalys, the TWS market is transitioning into a new phase where competitive differentiation will hinge on more than just pricing. Consumers increasingly expect advanced features such as real-time translation, fitness tracking, and AI integration. Companies with strong ecosystem offerings and software capabilities are expected to lead the next wave of innovation.
Outlook for 2025
With the TWS segment showing renewed growth and maturing user demands, vendors are expected to double down on innovation throughout the remainder of the year. Canalys predicts that form factor advancements and use-case-focused models will play a key role in reaching new user bases and enhancing user experience.
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