Xiaomi eyes major TWS growth in 2025 as Apple faces a downturn

Xiaomi is poised to deliver standout performance in the global true wireless stereo (TWS) headset market next year. Recent projections from Counterpoint Research suggest Xiaomi will see a 22% year-over-year sales increase in 2025—a sharp contrast to the market’s expected overall 3% growth. Apple, which has long dominated the premium segment, is forecast to see a dip of 0.4%—its first decline in quite some time.

Entry-Level Dominance Driving Market Expansion

Growth in the TWS market is being driven heavily by the entry-level segment, especially products priced under $50. High-end models above $150 are losing traction as consumers prioritize value and core features over premium extras. In effect, TWS headsets have become a staple for most users, similar to smartphones, ensuring steady replacement cycles even as overall growth slows.

Xiaomi’s Aggressive Expansion Strategy

Xiaomi’s 22% projected growth isn’t a fluke. The company has executed a strong start to 2025 by aggressively pricing its products and expanding its sales channels worldwide. Xiaomi’s broader ecosystem approach—offering complementary devices at competitive prices—has helped the brand steadily gain global market share. This momentum positions Xiaomi as a rising challenger to established audio brands, particularly in markets receptive to affordable, reliable tech.

Shifting Fortunes Among Top Brands

Apple’s projected decline reflects a maturing premium market and longer device lifecycles. The anticipated launch of AirPods Pro 3 with new health features may give the brand a temporary lift, but high prices could limit widespread adoption. The next major wave of growth for Apple’s AirPods line is expected closer to 2027.

Samsung, meanwhile, is maintaining steady 9% growth by integrating TWS products into its broader Galaxy ecosystem. Planned AI enhancements—including smarter noise cancellation and real-time translation—are expected to boost customer loyalty and drive steady replacement demand.

JBL is also seeing strong results, with 18% growth thanks to a wide range of products covering both budget and premium segments. In contrast, regional player BoAT is experiencing a 17% decline, underscoring the increasingly competitive environment and the challenges faced by brands with limited international reach.

For those interested in Xiaomi’s latest TWS offerings, the MemeOS Enhancer app is available on the Play Store, providing added features and streamlined system updates.

Source: IT Home