Apple AirPods continue to dominate the market when it comes to wireless headphones for listening to audiobooks, music, and podcasts. They are portable, easy to use, and play very nicely with all of Apple’s phones, tablets, laptops, and computers. In the first three months of 2025, Apple shipped out 18.2 million units and captured a global 23.3% market share, according to new data from Canalys.
Apple (including Beats) remained the global leader in Q1, leveraging its ecosystem strength and increasing focus on health integration. Xiaomi climbed to second place on the vendor ranking table, growing 63% year on year, powered by its momentum in emerging economies. Its shipments surpassed 9 million units for the very first time, capturing a record-high 11.5% market share. Samsung, including its Harman subsidiaries, took a 7% market share, driven by growing shipments of the ecosystem-focused Galaxy series and the mass-market-focused JBL series. Harman’s acquisition of Sound Units, including Bowers & Wilkins, signals future expansion ambitions toward the premium segments
“Leading ecosystem vendors continue to drive the market’s momentum through their global expansion strategies, aiming to build long-term advantages in markets such as Southeast Asia, Central and Eastern Europe, Latin America, and Africa through cost-performance offers and optimized localized operations,” said Jack Leathem, Analyst at Canalys. “Here, vendors such as Xiaomi and Huawei are displacing white-label players and reshaping the competitive landscape through stronger brand presence, after-sales networks, and channel strategies. Meanwhile, the US market returned to growth in Q1 2025, posting double-digit year-on-year gains, largely driven by preemptive inventory buildup in response to tariff uncertainties. Apple maintained its dominance in North America, holding over 50% market share, while several low-cost brands are pulling back their investments due to soft consumer demand and an uncertain regulatory landscape, suggesting the recovery would remain fragile.”
Michael Kozlowski is the editor-in-chief at Good e-Reader and has written about audiobooks and e-readers for the past fifteen years. Newspapers and websites such as the CBC, CNET, Engadget, Huffington Post and the New York Times have picked up his articles. He Lives in Vancouver, British Columbia, Canada.