Samsung Electronics performed strongly in the wireless earphone business last year. The global wireless earphone industry is set to continue growing this year as competition intensifies among companies to incorporate artificial intelligence (AI) features.
Strong Performance Despite Pressure from Indian and Chinese Competitors
According to a report by market research firm Canalys, 455 million smart personal audio devices were shipped globally last year, marking an 11.2% increase compared to the previous year. This category refers to true wireless earbuds (TWS), wireless headphones, and wireless earphones, collectively known as wireless earphones.
By company, Apple maintained its industry-leading position, shipping 81.8 million units and capturing an 18.0% market share. This figure includes the Beats brand, which Apple acquired from Dr. Dre. However, the company experienced a 6.1% decline in annual growth.
In contrast, Samsung Electronics shipped 37.9 million units in the smart personal audio market last year, an 8.5% increase from the previous year. This figure includes shipments from its subsidiary, Harman. Despite quality concerns surrounding the Galaxy Buds 3 Pro, Samsung maintained its position as the second-largest player in the market without significant sales disruptions.
Indian and Chinese manufacturers made notable gains in the market. Indian manufacturer boAt shipped 28 million units, achieving a 25.0% growth compared to the previous year. Chinese manufacturer Xiaomi reported shipments of 26.8 million units, marking a substantial 54.9% increase. Traditional audio powerhouse Sony also showed a 14.6% growth, shipping 18.4 million units. In the TWS market, Huawei ranked in the top five compared to Sony.
Global Shipments Projected to Surpass 500 Million This Year, with AI Integration as the Key Focus
Canalys predicts that global shipments of wireless earphones will exceed 500 million units this year. The firm identifies several key trends driving this growth, including a surge in innovative products with unique features and designs, increased collaboration among brands to build broader ecosystems, and a shift towards enhancing overall user experience rather than adding isolated functions.
Additionally, AI features are expected to become a major point of differentiation among manufacturers. Canalys researcher Cynthia Chen noted, “AI is redefining the boundaries of smart personal audio functionality, with nearly all manufacturers exploring new applications of AI.” While companies are anticipated to provide AI features such as health monitoring, adaptive audio technology, and real-time translation in their wireless earphones, Chen pointed out that significant challenges remain in implementing these features effectively.
An industry insider commented that following last year’s developments in AI technology and ecosystem expansion, the trend is expected to continue this year. They noted that traditional audio companies are entering the market and that products targeting specific functions, such as translation, are emerging. This diversification, they explained, provides consumers with a broader range of options.
