AirPods remain the top wireless earbuds for iPhone users, but CIRP data shows market growth has stalled. Are steep discounts a sign of new models coming?
AirPods Regain Market Share, But Growth Remains Flat According to CIRP Report
Apple’s AirPods continue to dominate the wireless earbuds space for iPhone users, but new data from Consumer Intelligence Research Partners (CIRP) shows that overall growth may be plateauing.
Key Takeaways from the CIRP Report on AirPods Usage
- 44% of iPhone users now report owning Bluetooth earbuds: Up slightly from 41% in 2023. A gradual increase from 39% in 2022.
- Among those with Bluetooth earbuds: 59% own AirPods. A small recovery from 57% last year. But the same level as 2022 – indicating flat overall growth.
- This means approximately 1 in 4 iPhone owners currently use AirPods
Related: AirPods Still #1: Apple Leads 2025 Earbuds Market With 18.2M Sales
While Apple has regained some market share, the figures highlight a potential saturation point in AirPods adoption, despite the brand being nearly synonymous with wireless audio.
Heavy Discounts Raise Questions
This slight bump in market share comes on the heels of aggressive Amazon Prime Day discounts, where AirPods Pro 2 dropped to just $149 which is a significant markdown from the usual $249. These offers were quickly matched by Best Buy and Walmart, prompting speculation about inventory-clearing ahead of a new AirPods release. Apple’s set to hold it’s iPhone 17 launch event in September, and it is expected that a new AirPods would be part of the announcement as well.
However, CIRP suggests these deals may simply reflect Apple and Amazon leveraging their supply chain strengths to drive high-volume sales, especially for a frequently reordered product like AirPods, which users often replace due to lost buds or battery degradation.
What’s Next for AirPods?
As the iPhone upgrade cycle slows, Apple may lean more heavily on accessories like AirPods to sustain growth. But unless new models or features arrive, the AirPods line could struggle to reignite strong momentum in an increasingly competitive wireless audio market.
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