Overview:

- In Q2 2025, the Global (TWS) market continued its growth, driven by the expansion of affordable models, especially under $50, in emerging markets and premium models featuring artificial intelligence (AI), healthcare functions, and high-resolution audio. Demand in emerging markets remained sturdy, while replacement cycles for premium models such as Apple’s also contributed to growth in mature markets. In this regard, Apple and Xiaomi continued showing strong performance.

- Apple maintained a 19% market share with sales volume growing 5% YoY. Its successful portfolio realignment is the primary driver of sustained growth.Major brands are seeking the next point of differentiation beyond active noise cancellation (ANC). The latest trends include AI-powered features such as real-time translation and adaptive sound, as well as healthcare applications. In addition, the rise of open wireless stereo (OWS) earphones, supported by growing demand for sports and outdoor activities like running, is emerging as a new growth driver. However, with brands yet to establish clear points of differentiation, many consumers still prefer affordable models equipped with basic ANC functionality.