With the Apple iPhone 12 series launch arriving soon, the company is also expected to launch its third generation of its popular truly wireless offering. But despite the AirPods sales growing, the company is still losing out on market share in 2020.
Apple’s AirPods had dominated the truly wireless earbud category when they had first launched. Since then, various other companies have caught on, but the company is still one of the market leaders in this segment, with AirPods alone accounting for nearly half of all sales in 2019. This number is expected to grow to 82 million units this year, but more affordable offerings from Chinese rivals are eating its massive customer base.
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According to a Bloomberg report, the Cupertino based giant only holds a market share of 35 percent. It is followed by Xiaomi with 10 percent and Samsung with a 6 percent market share. In various markets, especially ones where Android is more popular due to affordability, Apple loses to budget offerings from various other manufacturers. Notably, the demand for TWS chips is expected to surge due to growing popularity for wireless products, with both Apple and its rivals looking to launch their improved offerings in the market.
Liz Lee, a Counterpoint researcher stated that “The low-to-mid end segment including Chinese brands and U.S. makers such as JLab is taking away share from the premium market. We believe that Samsung can attract more users, especially Android phone users, if it provides a wider selection of TWS devices from mid to high-end with at least two or three variations.”
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