AirPods Pro 3 to Help Maintain Apple's Place in Earbud Market Amid Increasing Low-Cost Competition

[MacRumors]

Apple's position as the dominant force in the global true wireless stereo (TWS) earbud market is expected to continue through 2025, according to Counterpoint Research.

The forecast outlines a 3% year-over-year increase in global TWS unit shipments for 2025, signaling a transition from rapid growth to a more mature phase for the category. While Apple is set to remain the leading brand by revenue and brand recognition, the report suggests that volume growth will be led by lower-priced models under $50 from other brands, driven by emerging markets and replacement demand.

Counterpoint attributes Apple's continued strength to the introduction the AirPods Pro 3, which is expected to see strong demand among existing users. The new model is rumored to include enhanced immersive audio and health-related features.

However, due to the AirPods Pro's relatively high price point compared to competitors in the market, they're unlikely to drive growth. In fact, Apple is expected lose market share very slightly this year. "A more noticeable increase in volume is expected around 2027, when the standard AirPods and a new ANC-equipped version are released," Counterpoint added.

Counterpoint notes that while Apple remains unmatched in the premium segment, its unit volume growth is increasingly threatened by value-oriented brands such as Xiaomi and JBL, both of which are projected to record double-digit year-over-year shipment growth in 2025. Xiaomi's success is credited to its low-cost pricing strategy and broad global distribution network, while JBL has gained traction in markets like India by offering trusted mid-tier products with aggressive pricing and discounts.

Counterpoint believes that the broader TWS market now mirrors the trajectory of the smartphone sector, with replacement cycles lengthening and demand increasingly tied to ecosystem features and regional price dynamics.

Article Link: AirPods Pro 3 to Help Maintain Apple's Place in Earbud Market Amid Increasing Low-Cost Competition

 

[turbineseaplane]

It's a competitive market for sure.

At the $249 MSRP the APP2 are overpriced, but at the frequent sale price of $169 they are an excellent value.

They spend no time at all at MSRP on Amazon anymore, which is telling.

 

[Joseph C]

The legendary AirPods Pro 3... rumoured, whispered about, Bigfoot with Adaptive Audio - and maybe slightly shorter stems.

Expected to drop anywhere between 2023 and the heat death of the universe, possibly at an event, or just casually slipped into an "Oh, by the way" press release.

A concept, an enigma, the moment. Even Gurman’s sources are shrugging.

The wait continues...

 

[jarman92]

Well in order to do that Apple would actually need to release them at some point 🙄

 

[zorinlynx]

I just hope they don't try to cost-reduce them too much and sacrifice quailty.

My Airpods Pro 2 are the best earbuds I've ever used. When it comes time to upgrade I'd rather pay the same or even a little more to continue the great experience. There's plenty of options for people who want to pay less.

Also they show no sign of battery issues, so I think Apple has resolved that problem. My original AirPods didn't even make it to the three year mark.

 

[hokuspokus]

I wonder if Apple will ever add different colors for their AirPods and AirPods Pro. Anecdotally, I've seen people cover their cases and AirPods themselves in vinyl stickers. Some folks even pay the higher price for the custom painted ones from companies like ColorWare (even to just get plain black).

 

[iSayuSay]

Can't imagine what else to improve for AirPods Pro? Probably a shorter stem, better sound, slightly stronger ANC. What else? I already have my Apple Watch so built-in HR monitor seems like a redundant idea for me. When I workout I prioritize to use my Apple Watch first, not AirPods.

Current AirPods Pro has it all.. most complete buds, most quality of life features, even 3 ways of case-charging, like daanggg.. 😲

 

[turbineseaplane]

Can't imagine what else to improve for AirPods Pro.. Probably shorter stem, better sound, slightly stronger ANC. What else? I already have my Apple Watch so HR monitor seems like a redundant idea for me.

Current AirPods Pro has it all.. most complete buds, most complete case charging methods, and quality of life features.

The ANC could be better still.

The latest Bose QCs do a better job (have tested them side by side)

 

[DrJR]

Hearing aids have never been cooler.

 

[zorinlynx]

I wonder if Apple will ever add different colors for their AirPods and AirPods Pro. Anecdotally, I've seen people cover their cases and AirPods themselves in vinyl stickers. Some folks even pay the higher price for the custom painted ones from companies like ColorWare (even to just get plain black).

I'd be all for this! AirPods in different colors would probably be super popular and I'm surprised Apple hasn't gone down this road.

Maybe they don't want to have to deal with stocking so many additional SKUs?

 

[The Cockney Rebel]

I’d never buy a pair of APP2 now.

AAP3 surely must be released relatively soon.

My APP2 are working perfectly.

 

[airwalk331]

I must be the only one but I’ve had to replace my APP2s 4x times since getting them when they released. Can’t say I’d recommend them anymore :/

 

[turbineseaplane]

I must be the only one but I’ve had to replace my APP2s 4x times since getting them when they released. Can’t say I’d recommend them anymore :/

Only one replacement on mine, while under warranty.
I'm bare pickle 🥒 now though ... fingers crossed 🤞

I'm not sure I'd actually replace them if they died though, as I only really use mine with ATV nowadays.

My everyday walking around AirPods are the AP4+ANC.

 

[Joseph C]

I think AirPods Pro are one of Apple's best ever products. They were incredible when they were introduced in 2019, and the 2nd gen, despite being a relatively iterative update, have stood up for me for the last 3 years.

Heck, I've even dropped my entire case and buds into an actual toilet, fished them out and absolutely no issues. 😂 I've had the 2s since launch day in September 2022, and even now they're still great, battery fine, sound quality fine.

That being said, they really are due an update now. I've held on to my Lightning Pro 2s, refusing to pay again purely for USB-C. Better noise cancellation, a more compact case and bud design would all be welcome changes.

 

[ImAlwaysRight]

Hearing aids have never been cooler.

No. Just no. I know a guy that wears his AirPods as inexpensive hearing aids, and although they work for his hearing needs, it just looks silly to have white earbuds. Maybe it would look better if they came in a few different shades to try to match skin color and were not so obvious. But bright white just looks ridiculous.

 

[ImAlwaysRight]

Heck, I've even dropped my entire case and buds into an actual toilet, fished them out and absolutely no issues. 😂

Yeah, NEVER mess with your phone or any personal electronics around a toilet. I was at a conference once waiting for a urinal to open up and the guy in front of me was on his phone while doing his thing. I thought my God, you can't be off your phone for a minute while you take care of business? He dropped his phone into the urinal while peeing and then fished it out and rinsed it off in the sink. Just one of the many reasons I use hand sanitizer after shaking people's hands. You never know what they have been doing!

 

[JTK Awesome]

Counter-counterpoint: other brands (at any price point) fit my ears, APP’s don’t.

Stock Apple eartips are too slippery, too flimsy, and don’t come in an XL size.

The design of the APPs also prevents the eartips from seating deeply enough in the ear canal.

The design of the APP case limits aftermarket eartips to the same sizes and shape as the stock tips. And of course those tips have to be APP-specific due to the proprietary Apple eartip attachments.

Other brands take generic eartips so getting the right size, shape, and material is possible.

B&W Pi8’s aren’t perfect but, combined with AZLA Crystal tips (even the largest size easily fits the charging case), they’re better than anything from Apple or Beats.

 

[mike1123]

No brainer upgrade for me would be lossless audio support.

 

[svish]

The new AirPods will no doubt be a great update to the already very good AirPods Pro 2. Not sure whether there will be any new additional health features. It will likely improve the overall quality of the audio. Think it will launch along with the new iPhone 17 series.

 

[Joseph C]

Yeah, NEVER mess with your phone or any personal electronics around a toilet. I was at a conference once waiting for a urinal to open up and the guy in front of me was on his phone while doing his thing. I thought my God, you can't be off your phone for a minute while you take care of business? He dropped his phone into the urinal while peeing and then fished it out and rinsed it off in the sink. Just one of the many reasons I use hand sanitizer after shaking people's hands. You never know what they have been doing!

So true! In my case I had them in my ears and decided to take them out before going, next thing they're down the toilet with a splash. Luckily I hadn't done my business yet so the water was 'clean' but I was horrified! 🤣

The fact they still work perfectly and the case is absolutely fine was very impressive to me!

 

[flopticalcube]

My daughter gave me a pair of APP2 for Father's Day this year. I was sceptical but was actually very impressed by them. I am seriously thinking of switching to an iPhone because of this... and maybe back to a Mac as well.

 

[iZac]

Releasing them in different colours will be an instant win.

 

[racerhomie]

EarPods over AirPods any day!!

 

[Digitalweddings]

I wonder if Apple will ever add different colors for their AirPods and AirPods Pro. Anecdotally, I've seen people cover their cases and AirPods themselves in vinyl stickers. Some folks even pay the higher price for the custom painted ones from companies like ColorWare (even to just get plain black).

 

[Digitalweddings]

Hopefully we will get a black version of these this time around. White Iphones & Ipads are a thing of the past, yet Apple gives us no other color option to match their other devices.