A resurgence, a realignment, and a design evolution; TWS earbuds roar back in 2025 with Apple ruling, Xiaomi rising, and open-ear designs redefining cool.
The global true wireless stereo (TWS) market recorded a resurgence in the first quarter of 2025, with shipments soaring 18% year-on-year (YoY) to reach 78.3 million units, according to data from Canalys, now part of Omdia.
This marks the fastest growth rate since 2021, signalling a return to form for the sector after years of sluggish performance.
Apple, including its Beats brand, retained its crown as the global TWS leader, shipping 18.2 million units and claiming a 23.3% market share. The tech giant’s performance was buoyed by continued ecosystem integration and rising interest in health-centric features.
In North America, Apple remained dominant, securing over 50% market share amid renewed growth in the region.
Xiaomi made the biggest leap in Q1, ascending to second place with an impressive 63% YoY growth. The Chinese vendor shipped 9 million units—a personal best—driven by aggressive expansion across emerging markets.
Its market share jumped to 11.5%, displacing smaller, white-label players through improved branding, after-sales service, and channel reach.
Samsung, which includes Harman subsidiaries, secured third place with 7.1% market share. The South Korean conglomerate gained traction via its Galaxy and JBL lines, catering to both ecosystem loyalists and price-sensitive buyers. Moreover, Harman recently acquired the premium Bowers & Wilkins brand.
Huawei and India-based boAt rounded out the top five, capturing 6% and 4.9% market share, respectively. Huawei posted 40% growth, furthering its influence across cost-conscious markets, while boAt’s continued rise reflects its dominance in the Indian subcontinent.
According to Canalys analyst Jack Leathem, the market’s revival is being fuelled by “global expansion strategies” and “cost-performance offers” aimed at developing regions such as Southeast Asia, Latin America, and Africa. He noted that in these regions, traditional no-name brands are being crowded out by better-positioned players like Xiaomi and Huawei.
Another notable trend is the rapid rise of open-ear wireless stereo (OWS) devices. Once niche, OWS is now emerging as the future of lifestyle audio, with vendors investing in stylish, comfort-driven designs.
“TWS is evolving into a form of personal expression,” said Cynthia Chen, Research Manager at Canalys. With features like ear-hook and clip-on designs, decorative finishes, and acoustic enhancements, OWS products are reshaping consumer expectations.
