AirPods Have Captured One Quarter of Wireless Headphone Spending Since Launching

The wireless headphone market has steadily grown over the past year, new data from research firm Slice Intelligence suggests.

slice-1
In the U.S. last month, an estimated 75% of revenue from headphones sold online came from wireless models, up from 50% in December 2015, according to Slice Intelligence. Apple's new AirPods led the way, capturing an estimated 26% share of online revenue in the wireless headphone market since launching on December 13.

AirPods stole the top spot from Beats, which took an estimated 15.4% of online revenue in the wireless headphone market, down from 24.1% between the start of 2015 and December 13. Given it owns Beats, Apple appears to have actually taken nearly 40% of online revenue in the market since launching AirPods.

slice-3
Slice Intelligence said wireless headphone spending on AirPods launch day was ten times greater than the pre-holiday average for 2016. December 13 was also the largest single day of online headphone spending last year, according to the research firm, topping Amazon Prime Day, Black Friday, and Cyber Monday.

The research suggests 85% of shoppers who purchased AirPods are male, of which 35% are young millennials. Female buyers tended to skew older, with 38% falling in the baby boomer generation. The gender data is based on 2,871 U.S. online shoppers who purchased AirPods between December 13 and December 31.

slice-4
Apple has not disclosed AirPods sales, with CEO Tim Cook only vaguely claiming the wireless headphones have been a "runaway success" amid "a great holiday" period. AirPods remain estimated to ship in 6 weeks in the U.S. as Apple said it is working to fulfill orders as fast as possible.

Slice Intelligence aggregated its data based on anonymized e-receipts from up to 353,926 U.S. online shoppers—the size of the user base varies per chart. But without official figures, it is impossible to determine if the data is accurate—Apple could easily follow up with very different numbers.

Related Roundup: AirPods 4
Buyer's Guide: AirPods (Buy Now)
Related Forum: AirPods

Popular Stories

App Store vs EU Feature 2

Apple Says It Doesn't Approve of EU Porn App

Monday February 3, 2025 1:15 pm PST by
Apple does not approve of the "Hot Tub" pornography app that was released for the iPhone in the EU using alternative app distribution, Apple said in a statement to MacRumors. Further, Apple is concerned about the potential user safety risks with a pornography app, and says that it undermines consumer trust in the Apple ecosystem. We are deeply concerned about the safety risks that hardcore...
iOS 18

iOS 18.4 Will Include These New Features for Your iPhone

Wednesday February 5, 2025 7:15 am PST by
iOS 18.3 was released last month, so the first iOS 18.4 beta should be coming soon. iOS 18.4 is expected to be a more substantial update for the iPhone, with several new features and changes related to Apple Intelligence and beyond. Apple's website suggests that iOS 18.4 will be released in April, following beta testing. Below, we outline what to expect from the update so far. Apple...
General Apple Invites Feature

Apple Launches New 'Invites' App

Tuesday February 4, 2025 8:00 am PST by
Apple today announced the launch of a new app called "Invites," which is designed to allow users to plan events like birthday parties, graduations, vacations, baby showers, and more. "With Apple Invites, an event comes to life from the moment the invitation is created, and users can share lasting memories even after they get together," said Brent Chiu-Watson, Apple's senior director of...
maxresdefault

An Apple TV Refresh is Coming in 2025 - Here's What You Should Know

Wednesday February 5, 2025 10:17 am PST by
Apple hasn't refreshed the Apple TV since 2022, but rumors suggest that we're finally going to get an update in 2025. We don't have a full picture of what to expect yet, but we have some hints on what's coming. Subscribe to the MacRumors YouTube channel for more videos. Updated A-Series Chip The current Apple TV 4K uses the A15 Bionic chip that was in the iPhone 13 lineup, and it's time for...
applecare apple care banner

Apple Raises Monthly AppleCare+ Subscription Price for All iPhones

Tuesday February 4, 2025 9:35 am PST by
Apple this week increased the prices for its monthly AppleCare+ subscription prices for the iPhone, raising the cost by 50 cents for all models in the United States. Standard AppleCare+ for the iPhone 16 models is now priced at $10.49 per month, for example, up from the prior $9.99 per month price. The 50 cent price increase applies to all available AppleCare+ plans for Apple's current...
iCloud General Feature Redux

'Apple Invites' Leaked on iCloud Website

Tuesday February 4, 2025 7:11 am PST by
Update: The new Apple Invites app has officially been announced. The main iCloud.com page has seemingly confirmed Apple's rumored invites tool, which has yet to be officially announced by the company. The page says "Apple Invites" will be an iCloud+ feature:Upgrade to iCloud+ to get more storage, plan events with Apple Invites, and have peace of mind with privacy features like iCloud...
apple power beats pro 2

Apple Expected to Announce Powerbeats Pro 2 on February 11 With These New Features

Sunday February 2, 2025 6:15 am PST by
Apple previously teased that Powerbeats Pro 2 would be released in 2025, and now an announcement date has leaked. Bloomberg's Mark Gurman today said Apple plans to unveil the wireless earbuds on Tuesday, February 11. Powerbeats Pro 2 will be priced at $250 in the U.S., he said. Powerbeats Pro are a sportier, fitness-focused alternative to AirPods Pro with built-in, adjustable ear hooks...
maxresdefault

Testing Apple's New Invites App for Event Planning

Tuesday February 4, 2025 10:26 am PST by
Apple today surprised us with a new Invites app, which is designed for planning events like birthday parties, vacations, and baby showers. We checked it out in our latest video to see how it works, what you can use it for, and to demonstrate all of the different features in the app. Subscribe to the MacRumors YouTube channel for more videos. Invites is a standalone app that you can download...

Top Rated Comments

randymac09 Avatar
105 months ago
If they fit your ears they truly are one of the best options when you consider price/quality/compatibility/features. Easy to see why they're one of the top sellers in the wireless headphone market.
Score: 31 Votes (Like | Disagree)
truthertech Avatar
105 months ago
It's also long past time for the many pundits who criticized the Beats deal to acknowledge that it was an ingenious acquisition. Everybody focused on the streaming aspects, itself worthwhile, but most didn't realize the enormous value in the headphone business. Whatever you think of the audio quality of the Beats, they are enormously profitable based on markup and sales volume. From that perspective alone, Apple got a bargain and Apple is now the largest seller of wireless headphones in the world, and they have over 60% of the world wide market for premium headphones. Kudos to Tim Cook for his business acumen in this purchase.
Score: 29 Votes (Like | Disagree)
BvizioN Avatar
105 months ago
Please don't give me this "people buy it because of the Apple logo" BS!
Actually now that I think of it, I don't even think it have any Apple Logo
You create a nice product, people will buy it.
Score: 23 Votes (Like | Disagree)
keysofanxiety Avatar
105 months ago
This doesn't actually look great... Apple owns Beats. So they cannibalized their own sales, but the real winner was Bose. Their segment of the market increased during this same time period. Not much to celebrate if you're Apple.

A quarter of all online sales within a month of releasing a brand-new product in a category they've never entered? Not much to celebrate?! By golly, you naysayers are incredibly deluded. Any other company would give their figurative right arm for sales like this.

Let me absolutely assure you: if Microsoft had bought Beats and if Microsoft had released a wireless headphone that was even half as successful as this, you'd be the same person saying that Apple dropped the ball, and Cook has the foresight of a mole wearing a blindfold.

These are staggering sales numbers.
Score: 18 Votes (Like | Disagree)
bigjnyc Avatar
105 months ago
It's also long past time for the many pundits who criticized the Beats deal to acknowledge that it was an ingenious acquisition. Everybody focused on the streaming aspects, itself worthwhile, but most didn't realize the enormous value in the headphone business. Whatever you think of the audio quality of the Beats, they are enormously profitable based on markup and sales volume. From that perspective alone, Apple got a bargain and Apple is now the largest seller of wireless headphones in the world, and they have over 60% of the world wide market for premium headphones. Kudos to Tim Cook for his business acumen in this purchase.
you're not allowed to say anything positive about Tim Cook around these parts.
Score: 10 Votes (Like | Disagree)
dannyyankou Avatar
105 months ago
I think they're great, I just wish there was a setting to skip a track with a double tap. Other than that, battery life is great, charge time is quick, and they sound decent.
Score: 9 Votes (Like | Disagree)