The global true wireless earphones market is expected to register a 3% annual sales growth by the end of 2025, according to a latest report from Counterpoint Research. This growth is supported by high demand for budget models while the premium segment priced above US$150 (~RM633) is expected to experience a decline.
Apple is expected to continue to be the leading player in this segment, but high prices have the potential to curb unit shipment growth. A more significant growth surge is expected by 2027 when Apple launches new models, including ANC-equipped versions.
Among other brands, Xiaomi performed well in Q1 2025 with a competitive pricing approach and a wide market presence. JBL, on the other hand, recorded double-digit growth in the Indian market thanks to its focus on audio quality and a wide range of price points.
Samsung is expected to maintain its momentum through the expansion of its Galaxy ecosystem and the integration of AI-based features in its TWS earphones. Meanwhile, brands like boAt in India are facing challenges as consumers increasingly prefer brands that offer added value and stronger technology integration.
Counterpoint expects the TWS market to continue to register moderate and stable growth until 2028. This trend is supported by continued replacement demand and the emergence of new models at more affordable prices.
While smaller brands still account for the majority of sales in this segment, their performance is expected to be inconsistent compared to major brands with clearer product strategies and loyal consumers.