In 2022, Apple released its latest generation of AirPods, with generally favourable reviews in terms of improved noise cancellation and battery life. However, Apple failed to deliver AirPods that support lossless audio, and Kickstarter-funded Australian brand Nura stepped up with its NuraTrue Pro, the first TWS earbuds to deliver lossless audio.
While there is ample room for brands to differentiate true wireless offerings through advances in audio technology in the forecast period, another method of differentiation is through visual design. Much of the appeal of TWS earbuds is their streamlined appearance, and if brands upgrade not just the sound capability, wireless charging, and other technology, but also present different shapes, colours and materials, this may increase the likelihood that consumers will choose to upgrade their current models.
In the forecast period, strong positive volume growth is projected for wireless headbands and TWS earbuds. With the vast majority of US consumers owning smartphones, and mobile phone usage only increasing, wireless headbands and TWS earbuds will only become more integrated into consumers’ daily lives.
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This category only covers products designed for retail sale and consumer usage. Products bundled for free as part of computers or mobile sales will be excluded. It includes Wireless headbands, Other wireless earphones (generally used for exercises but demand has been severely impacted as TWS earbuds connection becomes more stable and robust), and TWS earbuds. Premium Headphones are US$100+.See All of Our Definitions
This report originates from Passport, our Headphones research and analysis database.
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