Apple AirPods, Beats dominated audio wearable market in 2020

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in General Discussion
Apple continued to lead the audio wearables industry in 2020, shipping an estimated 108.9 million AirPods and Beats devices throughout the year.

Credit: Andrew O'Hara, AppleInsider
Credit: Andrew O'Hara, AppleInsider


The Cupertino tech giant was the clear market leader for "smart personal audio" devices in 2020, fielding products like AirPods, AirPods Pro, AirPods Max, and Beats by Dre headphones.

Apple retained a 25.2% share of the market with 108.9 million shipments, far outpacing its closest rivals. In second place was Samsung, with 38.3 million shipments in 2020 and an 8.9% share of the market. Xiaomi came in third with 25.4 million shipments and 5.9% market share.

In the fourth quarter of 2020, Apple saw strong annual growth of 26.6% in the personal audio sector. It shipped an estimated 37.3 million devices in the quarter, again beating competitors by a wide margin, the report said.

Apple was also the dominant seller of "wearable band shipments," which includes devices like the Apple Watch. It shipped a total of 14.5 million wearable devices during the quarter, nabbing a 25% share of the market. Xiaomi came in second with 8.7 million devices shipped.

Although the Apple Watch took the lead during the busy holiday season, it actually came in second throughout 2020.

Xiaomi was the lead seller of "wearable bands" during the year with 37.7 million devices shipped and a 20.3% share of the market. The margins were close, however. Apple shipped an estimated 35.2 million devices and had 19% of the market. Apple also saw strong annual growth in the sector with 29%, compared to Xiaomi's 5.7%.

Apple no longer provides specific sales data on individual product segments, so Canalys' shipment information are based on estimates.

During its last earnings call, Apple reported that its Wearables, Home, and Accessories segment grew to $12.97 billion in revenue during the 2020 holiday quarter. Apple CEO Tim Cook also noted that each Wearables, Home, and Accessories subgroup set records.

Comments

  • Reply 1 of 4
    lkrupplkrupp Posts: 8,894member
    How is this even possible when Apple tech blog comments trash both AirPods and Beats while praising other brands as vastly superior? Why is there such a disconnect between tech blog denizens and the actual real market?
    BeatsStrangeDayswatto_cobra
  • Reply 2 of 4
    Xiaomi on wearable? I might be out of touch 
    watto_cobra
  • Reply 3 of 4
    BeatsBeats Posts: 1,929member
    Who’s buying that Samsung crap? 25% is really low for Apple. Today I saw AirPods everywhere. I felt like an outcast using the extremely popular EarPods by comparison. Either way, would love to see Apple work even harder and gain a nice 70% market share like iPod had.

    My anecdotal from in-person and videos would be something like:

    50% Apple
    45% Others
    5% iKnockoff manufacturers like Sammy and Xiaomi

    Still think the Beats deal was a “rip-off”?
  • Reply 4 of 4
    dewmedewme Posts: 3,425member
    lkrupp said:
    How is this even possible when Apple tech blog comments trash both AirPods and Beats while praising other brands as vastly superior? Why is there such a disconnect between tech blog denizens and the actual real market?
    It’s possible because the vast majority of consumers buy products that appeal to them in ways that Apple is extremely well attuned to meeting. In other words, Apple has learned not only what their customers want, but the reasons behind why their customers want the things they want. Apple knows how not only how to communicate, but how to connect, with their customers. There’s nothing in this “connected relationship” that starts with a spec sheet, lab measurements, gigabytes, megapixels, frequency response curves, or anything deeply analytical.

    Of course Apple can’t connect to everyone, including some tech blog participants, but that’s to be expected. I’d be inclined to argue that when Apple has deviated from its tried & true ways of connecting to their base, like trying to demonstrate technical prowess/relevance with the trash can Mac Pro, succumbing to pressure to build a cutting edge mini phone, or building a smart speaker that appeals to audiophiles, they’ve come up a little short of their target. 
    StrangeDayswatto_cobra
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