Strategy Analytics forecasts total global Bluetooth headset sales volume of over 300 million units in 2020. And Apple continues to dominate True Wireless Stereo (TWS) Bluetooth headset sales with the AirPods and AirPods Pro.
“Apple maintained a commanding lead in the TWS segment in 2020, but its commanding share is shrinking as competition intensifies,” says Ken Hyers, a director at the research group. “Strong competition is expected from Xiaomi, Samsung, and Huawei in 2021. The TWS headset market is already hugely overcrowded and despite a strong sales outlook, there will inevitably be consolidation in the years ahead.”
Along the same lines, based on January 14 figures from Counterpoint Research’s TWS Market Tracker and Smartwatch Model Tracker, premium products continued to lead the wearables market, with Apple products comprising 29% and 28% of TWS (“true wireless stereo hearables”) and smartwatch shipments, respectively, in the third quarter of 2020. Those products are, of course, AirPods/AirPods Pro and the Apple Watch.
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