Apple sees considerable loss in market share for TWS Earbuds, Samsung sees gains in premium segment: counterpoint

The truly wireless headset segment experienced tepid quarter-on-quarter growth in the global market in Q2 2021, reports Counterpoint Research. Apple has lost a significant share of both sales volume and value, despite huge drops in AirPod prices. Counterpoint says Samsung managed to gain from Apple’s losses in TWS’ YoY market share, while Xiaomi stood out at less than $100 (about INR 7,200). Global unit sales and TWS segment value increased by just 1 percent and 9 percent, respectively. This is likely a result of new locks in various regions during the period.

Counterpoint Research says that while QoQ growth was slow, the global TWS market had a 27 percent YoY market growth compared to the 2020 COVID-19 impacted in the second quarter. Even though Apple’s Q2 2021 YoY TWS market share has dropped significantly, Counterpoint says the tech giant is likely not worried about this temporary loss. Liz Lee, Senior Analyst at Counterpoint, said: “I think the third generation of AirPods expected next month could be a big success. It’s been a long time since we’ve seen a new release, and if you factor in some attractive pricing, it’s very possible that AirPods 3 could boost Apple’s overall TWS audible sales to over 80 million for the year. ”

As mentioned, the report adds that Samsung snapped up a large portion of the premium segment of the TWS Q2 2021, while Xiaomi excelled in the under $100 segment. India’s boAt ranked eighth in the global TWS market, supported by big players gains in the domestic market. The truly wireless brands JBL, JLab and QCY saw an increase in market share in the second quarter of 2021, according to Counterpoint.

Counterpoint also notes that Samsung, JBL and Xiaomi gained significant revenue share in the second quarter of 2021. Lee explains that this is in part due to superior performance in China, where there is a strong ecosystem of lower-budget brands. “Despite this expansion, as well as the declines in the US, the under $100 and premium markets continue to move towards parity in terms of volume. This trend is likely to be accelerated by Apple in the coming months, and I wouldn’t be surprised if the premium segment exceeds 50% in the second half,” Lee said in the report.


Can Nothing Ear 1 – the first product of OnePlus co-founder Carl Pei’s new outfit – be an AirPod killer? We discuss this and more on Orbital, the Gadgets 360 podcast. Orbital is available on Apple Podcasts, Google Podcasts, Spotify, Amazon Music and wherever you get your podcasts.

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