Overview: The global TWS market grew 7% YoY in H2 2024. For the full year of 2024, the market grew 7% YoY to 329.2 million units, demonstrating steady expansion driven by enhanced convenience, lower prices and new features related to healthcare. We expect the market to keep growing till 2030 mainly due to cost-effective products under $25 absorbing new demand, especially in emerging economies.
-    Apple’s strategy to expand its portfolio with an affordable AirPods 4 model, which has no ANC, led to the brand’s 30% YoY growth in H2 2024. The AirPods 4 without ANC has the same improved H2 chip as the AirPods 4 with ANC. For the full year of 2024, Apple AirPods’ sales grew 10% compared to the previous year. However, its total revenue declined by 7% YoY. This was primarily due to the introduction of lower-priced models in its lineup and the use of the same chipset as the Pro models in these new offerings.
-    With the new models from major brands, the market size of the over-$100 segment increased by 16% YoY in H2 2024. As budget-friendly models are driving the market, premium brands are also lowering their prices slightly, like the Galaxy Buds FE and AirPods 4 without ANC. The more reasonable prices stimulated the demand for new products.