Samsung's position in the wearable TWS (True Wireless Stereo) market improved last year compared to 2020, while Apple — the segment's leader — lost roughly 5% market share, reveals a new paper from Counterpoint Research.
In 2021, the TWS market as a whole grew 24% year-on-year in terms of sales and 25% in value. Samsung achieved a TWS unit sales market share of 7.2% in 2021, up from 6.7% a year before.
Meanwhile, Apple's market share fell from 30.2% to 25.6% year-on-year, though the Cupertino-based company continues to lead the market by far.
Xiaomi had the 2nd-largest market share with a steady 9% YoY, leaving the third spot on the podium for Samsung. The latter company's sales appear to be in an upward trajectory, which means that it could soon grab the 2nd spot on the podium from the stagnating Xiaomi.
Samsung enjoyed robust Galaxy Buds Pro, Buds 2 sales
As to what drove Samsung's TWS sales in 2021, you've guessed it! The Galaxy Buds Pro and the Galaxy Buds 2 have both contributed to Samsung's success, having enjoyed strong demand throughout the year. Samsung has strategically launched the Buds Pro in the first half of 2021 and maintained strong momentum as it brought the Galaxy Buds 2 to the market in H2.
It will be interesting to see if Samsung will maintain its share in 2022 or even surpass Xiaomi. Unexpectedly, the company decided to skip a new pair of earbuds at the previous Unpacked event in February, and rumors indicate that Samsung could be planning to release two new wireless earbud models in August.
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