According to an Omdia report, the TWS market contracted by 0.7% year on year in the second quarter of 2026, remaining at 82.1 million sales. Apple retained its leadership with 16.8 million sales and a 20.5% market share; the company’s sales increased by 1.2% compared with the same period in 2025. Xiaomi followed Apple with 8.6 million sales, Samsung with 5.5 million, Huawei with 5.1 million and OPPO with 4.1 million.
Why it matters
Apple’s increase in sales during a period when the market contracted overall shows that leadership depends not only on existing scale but also on resilience against weakening overall demand. While this picture indicates that growth in the TWS category is not distributed evenly among brands, it leaves open the question of the extent to which the sales performance of other major manufacturers contributed to the overall decline. For consumers, in a segment with a broad range of options, whether sales are concentrated around a limited number of major brands is becoming a point to monitor. For manufacturers, it appears that maintaining market share and increasing sales can produce different outcomes in a market experiencing volume losses.