According to a new report from Canalys, Apple maintained its No. 1 position in the global wireless headphone market in the first quarter of 2025 with 18.2 million devices shipped, accounting for 23.3% of the market share. Despite a slight decrease compared to 24.4% in the same period last year, Apple still achieved 12% growth in output, contributing significantly to the overall recovery of the market.
Total global wireless headphones reached 78.3 million units, up 18% year-on-year, the fastest increase since 2021.
Apple, including the Beats brand, continues to take advantage of the ecosystem to maintain its position. Features such as seamless device conversion, spatial sound with head-to-head motion tracking and free-hand Siri help the company's products stand out.
Recently, Powerbeats Pro 2 is equipped with heart rate measurement, while AirPods Pro 2 integrates hearing health support functions, including the ability to operate as a medical-standard hearing aid.
Meanwhile, rivals like Xiaomi are expanding strongly in emerging markets with low-cost and localization strategies. Xiaomi grew 63% year-on-year, reaching 9 million devices and surpassing Samsung to take second place.
Samsung (including Harman's JBL) has 5.6 million devices, accounting for 7.1%. Huawei and the Indian brand boAt ranked fourth and last year with 6.0% and 4.9% market share, respectively.
Canalys said the market is shifting from simple headphones to lifestyle products that integrate ecosystems.
