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.

Popular Stories

john ternus on stage

Gurman: Major Apple Leadership Shakeup Impending With John Ternus as Next CEO

Monday October 6, 2025 6:21 am PDT by
Apple is entering its most significant leadership transition in more than a decade as multiple senior executives prepare to depart and CEO Tim Cook begins to shape the company's next generation of leaders, according to Bloomberg's Mark Gurman. In the latest edition of his "Power On" newsletter, Gurman explained that Jeff Williams, who was viewed as Cook's potential successor for several...
AirPods Pro Firmware Feature

Apple Releases New Firmware for AirPods Pro 3, AirPods Pro 2 and AirPods 4

Tuesday October 7, 2025 11:27 am PDT by
Apple today released new firmware designed for the AirPods Pro 3, prior-generation AirPods Pro 2, and the AirPods 4 models. The firmware has a build number of 8A358, up from 8A356. There's no word on what's include in the updated firmware, but the prior 8A356 update added iOS 26 features to the AirPods Pro 2, AirPods Pro 3, and AirPods 4 with ANC. The software introduced better audio quality ...
iOS 26 Feature

iOS 26.1 to iOS 26.4 Will Add These New Features to Your iPhone

Wednesday October 1, 2025 1:26 pm PDT by
iOS 26 was released last month, but the software train never stops, and iOS 26.1 beta testing is already underway. So far, iOS 26.1 makes both Apple Intelligence and Live Translation on compatible AirPods available in additional languages, and it includes some other minor changes across Apple Music, Calendar, Photos, and Safari. More features and changes will follow in future versions,...
ios 26 1 slide to stop

Apple Fixes Alarms in iOS 26.1

Monday October 6, 2025 11:56 am PDT by
With the second beta of iOS 26.1, Apple updated the design of alarms set on the iPhone, making them harder to dismiss than before. Stopping an alarm in iOS 26.1 beta 2 requires a new Slide to Stop gesture rather than a simple tap. You can continue to tap to snooze an alarm, but if you want to turn it off entirely, you need to use a swipe. Transitioning from a tap to a slide gesture to...
ipad mini 7 feature blue

iPad Mini 8 on the Way: Expected Features and Release Timeline

Monday October 6, 2025 5:05 am PDT by
A new iPad mini is "absolutely" on the way, according to Bloomberg's Mark Gurman. So what should we expect from the successor to the iPad mini 7 that Apple released a year ago? Processor and Performance Apple is working on a next-generation version of the iPad mini (codename J510/J511) that features the A19 Pro chip, according to information found in code that Apple mistakenly shared in...
iCloud iPhone 17 Pro

Apple Highlights Five Perks for iPhone Users Who Pay for iCloud Storage

Monday October 6, 2025 6:29 am PDT by
After launching new iPhones last month, Apple is promoting iCloud+ with a prominent banner on its home page, in a bid to boost its services revenue. In addition to more storage, all iCloud+ plans include five perks for iPhone users. As a refresher, iCloud includes 5GB of storage for free. If you want extra storage, you need to subscribe to an iCloud+ plan. In the United States, prices range...
iOS 26

Everything New in iOS 26.1 Beta 2

Monday October 6, 2025 3:54 pm PDT by
Apple released the second beta of iOS 26.1 and iPadOS 26.1, introducing useful changes to alarms, multitasking on the iPad, and more. There are also subtle tweaks to some of the Liquid Glass design elements as Apple continues to refine iOS 26. Alarms and Timers Alarms set using the Clock app now have a slide to stop button rather than a tap to stop button on the Lock Screen. To snooze an...
iOS 26 Feature

iOS 26 Adds These 200 New Features and Changes to Your iPhone

Saturday October 4, 2025 8:19 am PDT by
Apple's website offers a list of nearly 200 new features and changes (PDF file) included in the software update, released last month. Apple also shared equivalent lists for iPadOS 26 and macOS Tahoe. iOS 26 is compatible with the iPhone 11 and newer. To install the update, open the Settings app on your iPhone, tap on General, and tap on Software Update. Below, we have highlighted eight ...
macbook pro pink

M5 MacBook Pro Could Launch in October as M4 Model Faces Supply Constraints

Monday October 6, 2025 3:23 pm PDT by
Supplies of the 14-inch M4 MacBook Pro model appear to be constrained amid rumors that an upgraded M5 model could launch as soon as this year. As noted by Bloomberg's Mark Gurman, custom configurations of the M4 MacBook Pro model have a delayed shipping date and will not be delivered to customers until October 23 to 28. The restricted supply could be an indication that Apple is planning to...

Top Rated Comments

Joseph C Avatar
14 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
14 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
14 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
14 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
14 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
14 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)