In the Over $100 Product Segment, Apple and Samsung Lead
Intense Market Competition... Google Unveils '99 Dollar' Pixel Buds A
[Asia Economy Reporter Joeslgina] The global wireless earphone market led by Apple recorded a 44% growth in the first quarter of this year. Recovering from the impact of COVID-19, the market is gradually shifting its focus from low-priced to high-end wireless earphones priced over $100. Samsung Electronics, spearheaded by the Galaxy Buds, succeeded in increasing its market share compared to the fourth quarter of last year, narrowing the gap with second-place Xiaomi among the top three.
IT specialized media SamMobile reported on the 3rd (local time), citing data from market research firm Counterpoint Research, that Samsung Electronics was the only company to improve its market share in the wireless earphone market in the first quarter compared to the previous quarter. The wireless earphone market grew 44% year-on-year based on first-quarter sales volume (64 million units). By company, the order is Apple, Xiaomi, and Samsung Electronics.
Apple (26%) maintained its market dominance with AirPods. However, due to fierce recent competition in wireless earphones and a gap in new model releases, its market share is on a declining trend. Xiaomi's (9%) market share also slipped compared to the previous quarter. Samsung Electronics (8%) expanded its market share compared to the fourth quarter of last year, successfully narrowing the gap with the second place. However, it remains at a lower level compared to a year ago.
In particular, in the wireless earphone market priced over $100, Apple recorded a 57% market share. Samsung Electronics was second with 17%.
Counterpoint Research highlighted Samsung Electronics as a noteworthy company, stating, "It achieved double-digit market shares in highly competitive markets such as Asia and Europe." While the Galaxy Buds Pro, launched at the beginning of the year, drove overall performance, aggressive marketing promotions targeting older models like Galaxy Buds Plus and Live also had a significant effect. Samsung Electronics plans to unveil new wireless earphones at the Galaxy Unpacked event in the second half of the year.
The proportion of wireless earphones priced over $100 in the overall market is also recovering. Counterpoint Research stated, "Due to the impact of COVID-19 last year, the share of wireless earphones priced over $100 had shrunk, but it has been recovering since the fourth quarter," adding, "The market center is gradually shifting toward mid-to-high-end products."
Competition surrounding the wireless earphone market is becoming increasingly fierce.
Apple is set to solidify its market share by launching new products in the second half of the year. The upcoming release of the wireless earphone AirPods 3 is attracting attention as it will be the first new product in about two years since the AirPods Pro was launched in the second half of 2019. The stem part is expected to be shorter, and the charging case will also be improved.
Google also unveiled the $99 affordable wireless earphone Pixel Buds A on the same day. While lowering the price, it features the same sound quality as the Pixel Buds. The battery life is 5 hours, and with 15 minutes of fast charging, it allows up to 3 hours of music listening. It also supports the "Hey Google" voice command. However, it does not include Active Noise Cancelling (ANC) functionality. The colors come in olive green, white, and gray combinations. It is available for pre-order in the U.S., Canada, and other countries, with a release date of the 17th.
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