Apple now dominates more than a quarter of the global wireless earphones and headphones (TWS) market in Q1 2026 according to Smart Analytics Global (SAG) Wearable 360 report. Apple's TWS brand alone, AirPods, holds 23% of the market with another 8% under the Beats Audio brand. In second place is Xiaomi with 11% market share.
There is no detailed breakdown for other competitors such as Samsung and Sony. But it can be seen that AirPods are the most widely used TWS even among those who do not own an iPhone.
SAG predicts that the future trend will be TWS offerings in the form of ear hooks and ear clip-like earrings. According to their analysis, sales of ear hook-type TWS increased by 48% year-on-year while ear clip-type earrings increased by 87% year-on-year. The TWS market is predicted to be unaffected by the RAM crisis with shipments of 344 million units in 2026, an increase of 3%.
