Apple dominates earbud market, but a 'open hook' trend threatens its reign

Apple continues to command a staggering 23% market share in the true wireless earbuds sector, fueled by the enduring popularity of AirPods and the significant revenue generated by the AirPods Pro 3 and Pro 2 – accounting for nearly half of the industry’s total sales as of January-March 2026. However, a surprising shift is underway, driven by the rise of ‘open hook’ and ‘open clip’ designs, spearheaded by products like the Huawei FreeClip 2 and Samsung’s upcoming ‘Galaxy Buds Able’.

A new era for wireless audio?

While Apple’s dominance remains formidable – boasting a substantial 8% share through Beats and a projected 3% lead over Xiaomi – the surge in these unconventional earbud styles presents a genuine challenge. Smart Analytics Global (SAG) data indicates a 4% expansion in the TWS market during Q1 2026, largely thanks to this burgeoning trend. This growth, despite being modest overall – a 3% increase from last year’s 334 million unit shipments – is significantly outpacing the stagnation experienced by traditional, intrusive earbud designs.

Beats still holds ground, but samsung eyes a comeback

Samsung’s Galaxy Buds 4 and 4 Pro launched to mixed reception, leaving the company lagging behind in overall wireless earbud sales, potentially ranked fourth or worse in Q1 2026. To address this, the company is reportedly developing the ‘Galaxy Buds Able,’ an open-ear model designed to disrupt the established order. While the Buds Able won’t likely dethrone the AirPods 4 or Pro 3, it represents a strategic pivot – a deliberate attempt to shake off the perceived repetition of the Galaxy Buds lineup. It’s a calculated risk, but one with the potential to inject much-needed dynamism into Samsung’s audio portfolio.

Market growth continues, despite headwinds

The broader TWS market is projected to continue its ascent, with anticipated shipment increases of 3% to 344 million units in 2026 and another 2% jump to nearly 350 million in 2027. Apple remains the clear frontrunner, but this growth – coupled with the rising popularity of open-ear technology – suggests a more competitive and diversified landscape ahead. This isn’t a revolutionary shift, but it’s a crucial step away from the congested competition currently dominated by the Cupertino giant.