AirPods Overwhelmingly Dominate Global Wireless Headset Market

AirPods held a disproportionately large share of the global wireless headset market in 2020, according to a new report by Strategy Analytics.

airpods pro in case

With sales of over 300 million units, the True Wireless Stereo (TWS) Bluetooth headset sales market grew by almost 90 percent last year. Apple's AirPods own almost half of the entire market, with the rest being made up of a large number of companies with individually small shares.

strategy analytics global wireless headset market vendors

In spite of Apple's dominance, Strategy Analytics notes that its lead is shrinking as competition intensifies:

"Apple maintained a commanding lead in the TWS segment in 2020, but its commanding share is shrinking as competition intensifies. Strong competition is expected from Xiaomi, Samsung, and Huawei in 2021," said Ken Hyers, Director at Strategy Analytics. "The TWS headset market is already hugely overcrowded and despite a strong sales outlook, there will inevitably be consolidation in the years ahead."

It is expected that there is still "plenty of potential in the broader Bluetooth headset market," due to low penetration and an install base that remains small. According to Ville-Petteri Ukonaho, Associate Director at Strategy Analytics, "less than one in ten people own a Bluetooth headset globally, so there is still significant room for growth." In addition to this, as vendors move away from bundling wired headsets with new smartphones, Strategy Analytics foresees considerable growth potential in the market.

Popular Stories

iPhone 17 Pro Blue Feature Tighter Crop

iPhone 17: What's New With the Cameras

Friday May 2, 2025 3:52 pm PDT by
We've still got months to go before the new iPhone 17 models come out, but a combination of dummy models and leaks have given us some insight into what we can expect in terms of camera changes. Apple is adding new camera features, and changing the design of the camera bump for some models. You might be skeptical of dummy models, but over the years, they've proven to be a highly accurate...
iOS 18

Apple Says iOS 18.5 Coming Soon, Here is What's New

Monday May 5, 2025 8:19 am PDT by
In its press release for the new Pride Band today, Apple said that iOS 18.5 is "upcoming," following more than a month of beta testing. We expect the iOS 18.5 Release Candidate to be released this week, and this should be the final beta version, barring any last-minute bugs or changes. The software update should then be released to the general public next week. iOS 18.5 is a relatively...
Beyond iPhone 13 Better Blue Face ID

20th-Anniversary iPhone Will Reportedly Feature an All-Screen Design

Saturday May 3, 2025 9:20 am PDT by
Apple's former design chief Jony Ive long dreamed of an iPhone with a truly all-screen design, and his wish might finally become reality in a few more years. The Information today cited multiple sources who said that at least one new iPhone model launching in 2027 will have a truly edge-to-edge display. The device's front camera and Face ID system would both be placed under the screen....
Foldable iPhone 2023 Feature Homescreen

Foldable iPhone Said to Have Two Key Advantages

Monday May 5, 2025 6:41 am PDT by
Apple plans to release its first foldable iPhone next year, according to several reporters and analysts who cover the company. In his Power On newsletter today, Bloomberg's Mark Gurman said the foldable iPhone will offer two key advantages over other foldable smartphones. First, he said the foldable iPhone will have a "nearly invisible" crease when unfolded. This means the device's...
iPhone 17 Air Size Feature

iPhone 17 Air Expected to Have Battery Case Due to 'Worse' Battery Life

Saturday May 3, 2025 8:24 am PDT by
Apple's rumored iPhone 17 Air model will have "worse" battery life compared to previous iPhone models, according to a paywalled The Information report. In internal testing, Apple determined that the percentage of users who will be able to use the iPhone 17 Air for a full day without needing to recharge the device throughout the day will be between 60% and 70%, according to the report. For...
AirPods Pro 3 Mock Feature

AirPods Pro 3 Just Months Away – Here's What We Know

Tuesday April 29, 2025 1:30 am PDT by
Despite being more than two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. With AirPods Pro 3 widely expected to arrive in 2025, prospective buyers now face a familiar dilemma: snap up the proven...
Apple Watch 2025 Pride Feature

Apple Announces 2025 Pride Band, Watch Face, and iPhone Wallpaper

Monday May 5, 2025 6:08 am PDT by
Apple today announced its 2025 Pride Collection, including a new Apple Watch band, watch face, and a matching wallpaper for the iPhone and iPad. Ahead of Pride Month in June, Apple says its Pride Collection celebrates the strength and beauty of LGBTQ+ communities around the world. The new Pride Edition Sport Band is now available to order on Apple.com and in the Apple Store app in 40mm,...
iPhone Top Left Hole Punch Face ID Feature 2

iPhone 18 Pro Models Rumored to Feature Under-Screen Face ID With Top-Left Camera Hole

Saturday May 3, 2025 9:19 am PDT by
Apple's two-generations-away iPhone 18 Pro models will likely feature under-screen Face ID, according to The Information. The paywalled report today cited a source who said the iPhone 18 Pro and iPhone 18 Pro Max will have only a small hole in the top-left corner of the screen, to accommodate the front-facing camera, with all Face ID hardware moved under the screen. With under-screen Face ...

Top Rated Comments

djcerla Avatar
56 months ago

McDonald's sells more hamburgers than any other restaurant. Does that make them the best product too?
AirPods happen to be the best product, the most popular and a very sought after one, which translates in an almost unbelievable resale value. Your analogy is out of place.
Score: 14 Votes (Like | Disagree)
iZac Avatar
56 months ago
And now I have a pair of B&O E5 and AirPods with dead batteries, useful to neither man nor beast. while I have wired sets of B&O H6, form2 and some cheap Grados which still work perfectly. My new MW60s will be used in wired mode for as long as humanly possible.

Wake up, Soylent Green is People!
Score: 8 Votes (Like | Disagree)
nburwell Avatar
56 months ago
Are we really surprised by this though?

Even still during the pandemic when I go grocery shopping, I see a ton of AirPods/Pro's in the wild.
Score: 7 Votes (Like | Disagree)
macsplusmacs Avatar
56 months ago
and just like the iPhone, i would bet apple is taking 80 to 90 cents out of every dollar in this market.
Score: 6 Votes (Like | Disagree)
otternonsense Avatar
56 months ago
With good reason. The AirPods Pro might be the most versatile and handy true wireless earbuds out there. And after the Spatial Audio update they got a noticeable bump in sound quality.

PS. I also have the Sennheiser Momentum TW2 and even though they destroy the APP in sound quality it's cumbersome to switch modes and the call quality is totally off, so I default back to the APP.
Score: 5 Votes (Like | Disagree)
Mrjetsondc Avatar
56 months ago
I waited a long time to buy a AirPods 2. Got them for 115 bucks on black Friday 2020. Brand new.
They are the greatest earbuds I’ve owned.
Score: 4 Votes (Like | Disagree)