2019 was the year wireless earbuds went mainstream. The category has been around much longer, of course, and Apple really broke the whole thing open a full three years ago with the release of the first AirPods, but sales exploded in 2019. The category experienced a 183% increase in shipments last quarter
The space continues to be driven by Apple, which currently controls 45% of the market (a number that will likely increase with the arrival of the AirPod Pros), but its near future seems destined to be defined by a race to the bottom. With Apple, Samsung, Sony and Google battling it out for the high end of the market, other players are determined to undercut the competition on price.
Even Apple Airpods is still the king of tws headphone market, but Airpods market share are going down. This provides other brands super large opportunities to get a cake