AirPods helped Apple retain the top position in the global wireless earbuds market during the first quarter of 2026, with it and Beats accounting for nearly a third of all shipments.

Research firm Smart Analytics Global estimated Apple captured 23% of the global true wireless stereo (TWS) market during the January-through-March period. Xiaomi ranked second with an 11% market share, while Beats placed third at 8%.

Global TWS shipments increased 4% year over year during the quarter, while wholesale revenue rose 8%.

Apple also led the market by revenue. The company captured 44% of global TWS revenue during the quarter, helped by the premium pricing of AirPods.

Global TWS shipments increased 4% year over year during the quarter, while wholesale revenue rose 8%. Image credit: SAG

The firm said Apple remained the leading vendor in the traditional TWS category, ahead of Xiaomi, Beats, Huawei, and Boat. Smart Analytics Global also forecasts Apple will remain the leading global TWS vendor through 2027.

Open-ear earbuds are driving industry growth

Open-ear earbuds delivered the fastest growth in the market during the quarter.

Open-hook shipments increased 48% year over year, while open-clip devices grew 87%. Traditional TWS products moved in the opposite direction and declined 1%.

Open-hook shipments increased 48% year over year. Image credit: SAG

The shift helps explain why the overall market continued to grow even as its largest category contracted. Open-ear products still represent a minority of shipments, but they are expanding much faster than conventional earbuds.

Shokz led the open-hook category with a 25% market share during the quarter, while Huawei led open-clip earbuds with a 22% share. Apple wasn’t listed among the leading brands in either of the fastest-growing categories.

Beats has a product that resembles the open-ear category. Powerbeats Pro 2 uses an earhook for a more secure fit. However, it remains a traditional in-ear design with silicone tips, active noise cancellation, and transparency mode.

The product gives Beats a presence near the category, but it doesn’t fit the open-ear designs that are driving the market’s fastest growth.

Smart Analytics Global expects the trend to continue through at least 2027. The firm forecasts open-hook shipments will grow 34% in 2026, while open-clip shipments will increase 72%.

Shokz led the open-hook category with a 25% market share during the quarter. Image credit: SAG

Traditional TWS products are expected to decline 2% in 2026. Smart Analytics Global said growth in open-ear categories is being driven by consumer interest in ear-friendly designs and all-day comfort.

Open-ear designs leave the ear canal unobstructed and allow users to hear surrounding sounds while listening to audio.

Traditional earbuds are still expected to account for more than 80% of global TWS shipments through 2027. The forecast helps explain why Apple is expected to maintain its market lead even as competitors gain traction in newer product categories.

Looking ahead, Smart Analytics Global forecasts total TWS shipments will reach 344 million units in 2026, up 3% from 2025. The market is expected to grow another 2% in 2027 to 349 million units.