The global True Wireless Stereo (TWS) audio market surged 18% in Q1 2025, reaching 78 million shipments, according to Canalys. Apple led with 18.2 million units, followed by Xiaomi, Samsung, Huawei, and boAt. The U.S. market also saw double-digit growth, largely due to inventory buildup amid tariff uncertainties. Apple dominates North America with over 50% market share, while smaller brands retreat due to low consumer demand and regulatory challenges. Looking ahead, the TWS market is evolving towards innovative use cases and ecosystem integration, focusing on features like real-time translation and fitness tracking.
The global TWS (True Wireless Stereo) audio devices market showcased a remarkable growth of 18% in Q1 2025, according to the latest report from Canalys. This represents the highest annual growth rate since 2021, with shipments hitting 78 million units.
Apple maintained its dominance with 18.2 million shipments, which is double that of the second-placed Xiaomi. Samsung closely followed in third place, with Huawei and boAt rounding out the list.
The US market also experienced double-digit growth in Q1 2025, although Canalys attributed this largely to preemptive inventory accumulation due to tariff uncertainties. Apple commands over 50% of the market share in North America, while smaller manufacturers are retreating in response to weak consumer demand and an unstable regulatory environment.
Canalys analysts noted that the TWS market is transitioning into a new phase. In the short term, various players are focusing on form factor innovations and scenario-specific use cases, but the long-term success will depend on vendors moving beyond mere price competition.
| Vendor | Q1 2025 shipments (in million) |
Q1 2025 Market share |
Q1 2024 shipments (in million) |
Q1 2024 Market share |
Change |
| Apple | 18.2 | 23.3% | 16.2 | 24.4% | 12% |
| Xiaomi | 9.0 | 11.5% | 5.5 | 8.3% | 63% |
| Samsung | 5.6 | 7.1% | 5.2 | 7.8% | 8% |
| Huawei | 4.7 | 6.0% | 3.4 | 5.1% | 40% |
| boAt | 3.9 | 4.9% | 2.9 | 4.4% | 31% |
| Others | 36.9 | 47.2% | 33.2 | 50.0% | 11% |
| Total | 78.3 | 100% | 66.4 | 100% | 18% |
Consumers now expect functionalities such as real-time translation, fitness tracking, and AI interactions, necessitating a more comprehensive ecosystem approach.
TWS will continue to be a major focus throughout 2025, enabling companies to enhance their offerings and reach new consumers.
Source