Η Apple, is expected to dominate the market in 2021 TWS headphones worldwide, with Xiaomi to follow in second place.
Η The TWS wireless headset market has experienced tremendous growth in recent years and 2021 it will not be different.
Η Counterpoint Research expects global wireless missions TWS headphones will reach the 310 million units, from the 233 million that was in 2020.
Apple dominated by AirPods and AirPods Pro in the Premium headphones category throughout last year, conquering it 31% as a share of the total shipments made worldwide, which corresponds to approximately 72 million units.
The technology giant based in Cupertino is expected to retain the lead as the market leader in TWS headphones and for 2021, with total shipments for Apple reaching approximately 83 million units.
However, Apple's growth is projected to be below the market average, so its market share may eventually shrink to 27% (4% drop from year to year).
This drop in Apple's performance predicted by its report Counterpoint Research, may be due in part to a lack of new products. Do not forget that AirPods is over two years old while AirPods Pro released on the market before 18 month.
The new generations of AirPods and AirPods Pro are expected to be released in the third quarter of 2021, and the Counterpoint Research believes that this will lead Apple again to positive growth rates in the premium headphones category, which will be recorded at the end of the second half of the year.
In the same category of Premium TWS headphones is also the Samsung winning third place for this year, with a respectable share reaching 7% of all shipments, maintaining its market share and 2020, while JBL is expected to receive the 4% of market share, occupying the fourth position.
But the real growth for 2021 in their market TWS headphones will come from low and medium price range products, where the Xiaomi is expected to lead by conquering second place and 9% of the world market share, ie maintaining essentially the same market share as the 2020.
The top five is completed by QCY which offers TWS headphones at very low prices, and which manages to have the 3% market share.
But as competition grows, all manufacturers are expected to become even more aggressive with pricing, and the overall market will become even more fragmented by 2021, as provided by Counterpoint Research.
However, over time, it is very likely that demand will stabilize around a small number of manufacturers, in a similar way to what has happened in the smartphone market.
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