AirPods Pro 3 to Help Maintain Apple's Place in Earbud Market Amid Increasing Low-Cost Competition

Apple's position as the dominant force in the global true wireless stereo (TWS) earbud market is expected to continue through 2025, according to Counterpoint Research.

airpods pro 2
The forecast outlines a 3% year-over-year increase in global TWS unit shipments for 2025, signaling a transition from rapid growth to a more mature phase for the category. While Apple is set to remain the leading brand by revenue and brand recognition, the report suggests that volume growth will be led by lower-priced models under $50 from other brands, driven by emerging markets and replacement demand.

Counterpoint attributes Apple's continued strength to the introduction the AirPods Pro 3, which is expected to see strong demand among existing users. The new model is rumored to include enhanced immersive audio and health-related features.

However, due to the AirPods Pro's relatively high price point compared to competitors in the market, they're unlikely to drive growth. In fact, Apple is expected lose market share very slightly this year. "A more noticeable increase in volume is expected around 2027, when the standard AirPods and a new ANC-equipped version are released," Counterpoint added.

Counterpoint notes that while Apple remains unmatched in the premium segment, its unit volume growth is increasingly threatened by value-oriented brands such as Xiaomi and JBL, both of which are projected to record double-digit year-over-year shipment growth in 2025. Xiaomi's success is credited to its low-cost pricing strategy and broad global distribution network, while JBL has gained traction in markets like India by offering trusted mid-tier products with aggressive pricing and discounts.

Counterpoint believes that the broader TWS market now mirrors the trajectory of the smartphone sector, with replacement cycles lengthening and demand increasingly tied to ecosystem features and regional price dynamics.

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Top Rated Comments

Joseph C Avatar
13 weeks ago
The legendary AirPods Pro 3... rumoured, whispered about, Bigfoot with Adaptive Audio - and maybe slightly shorter stems.

Expected to drop anywhere between 2023 and the heat death of the universe, possibly at an event, or just casually slipped into an "Oh, by the way" press release.

A concept, an enigma, the moment. Even Gurman’s sources are shrugging.

The wait continues...
Score: 10 Votes (Like | Disagree)
turbineseaplane Avatar
13 weeks ago
It's a competitive market for sure.

At the $249 MSRP the APP2 are overpriced, but at the frequent sale price of $169 they are an excellent value.

They spend no time at all at MSRP on Amazon anymore, which is telling.



Attachment Image
Score: 8 Votes (Like | Disagree)
zorinlynx Avatar
13 weeks ago
I just hope they don't try to cost-reduce them too much and sacrifice quailty.

My Airpods Pro 2 are the best earbuds I've ever used. When it comes time to upgrade I'd rather pay the same or even a little more to continue the great experience. There's plenty of options for people who want to pay less.

Also they show no sign of battery issues, so I think Apple has resolved that problem. My original AirPods didn't even make it to the three year mark.
Score: 8 Votes (Like | Disagree)
ImAlwaysRight Avatar
13 weeks ago

Heck, I've even dropped my entire case and buds into an actual toilet, fished them out and absolutely no issues. ?
Yeah, NEVER mess with your phone or any personal electronics around a toilet. I was at a conference once waiting for a urinal to open up and the guy in front of me was on his phone while doing his thing. I thought my God, you can't be off your phone for a minute while you take care of business? He dropped his phone into the urinal while peeing and then fished it out and rinsed it off in the sink. Just one of the many reasons I use hand sanitizer after shaking people's hands. You never know what they have been doing!
Score: 5 Votes (Like | Disagree)
jarman92 Avatar
13 weeks ago
Well in order to do that Apple would actually need to release them at some point ?
Score: 4 Votes (Like | Disagree)
hokuspokus Avatar
13 weeks ago
I wonder if Apple will ever add different colors for their AirPods and AirPods Pro. Anecdotally, I've seen people cover their cases and AirPods themselves in vinyl stickers. Some folks even pay the higher price for the custom painted ones from companies like ColorWare (even to just get plain black).
Score: 4 Votes (Like | Disagree)