Apple has 34% of the headphone market. AirPods 2 Pro were an asset in Q3

Apple is perfecting its products and conquering the segments where it operates. In 2016, it launched the AirPods and since then it has managed to enliven the market and catapult its products to the podium in sales. Today, the Cupertino company holds 34% of the headphone market. To cement this advantage, it took advantage of the launch of the AirPods Pro 2, which were its great asset.

According to data revealed in a Canalys report, despite the headphones market having cooled down, TWS (True Wireless Stereo) devices suffered less from this lack of interest. As such, Apple managed to stand out even more from the competition.


Apple dominates the TWS headphone market

Beyond the smartphone market premium being strong for Apple, with the iPhone leading sales, also the Apple Watch continues to dominate in smartwatches. However, the American company had already shown that in headphones, with its already wide range of AirPods, it also wanted the lead. Investment in advanced technologies has shown this will.

As such, Apple’s commitment has translated into strong sales of the AirPods Pro 2 and these have played an important role in substantially increasing the company’s share of the TWS market, according to a new market intelligence report.

Apple substantially increased its already strong lead over the rest of the market during the third quarter, as Samsung, in second place, saw its sales of Galaxy Buds drop 25%…

Image Samsung Galaxy Buds2 Pro

Canalys released its report where it mentions that the TWS market as a whole grew by 6%, while indicating that smart headphones have fallen in popularity.

According to the latest estimates from Canalys, the global smart personal audio market suffered its second consecutive decline in the third quarter of 2022, with sales falling 4% to 113.6 million units. The TWS segment continued to be the only category to show growth, up 6% to 76.9 million units in the quarter.

revealed the report now published.

The company said that Apple further increased its market share, at the expense of Samsung and Xiaomi.

Apple (including Beats) defended its leadership position with the launch of the second generation AirPods Pro, which led to a 34% increase in deliveries and a 31% market share. Samsung (including Harman subsidiaries) took second place, but its deliveries dropped by 15% despite the launch of the new Galaxy Buds2 Pro.

Said the market analysis company.

In the following table, we can see the data corresponding to the year 2021 versus the year 2022, referring to the 3rd quarter.

*Apple included Beats headphones; Samsung includes Harman subsidiaries | Note: Percentages may not add up to 100% due to rounding | Source: Canalys smart Personal Audio Analysis (sale in supplies), November 2022

AirPods Pro 2 sales key to Apple’s growth

The main key points of Apple’s growth were based on the following:

  • Deliveries from 17.8 million units in the 3rd quarter of 2021 to 23.8 million in the 3rd quarter of 2022
  • TWS annual growth reached 34%
  • Market share rose from 24.6% to 30.9%
  • Apple’s market share was already twice that of Samsung, and is now 2.5 times larger.

Canalys also referred that audio brands premium they struggled to maintain their positions and had to cut prices to do so.

In Q3 2022, audio-centric brands such as Sony, Jabra and JBL (under Samsung’s Harman subsidiaries) used aggressive cross-channel discounting to sustain supply levels, significantly weakening the performance of the value for money brands. But the increases in market value of these brands are relatively flat.

As we can read in the report now available.


Source: Pplware by pplware.sapo.pt.

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