Apple’s latest AirPods 4 were released on September 9, 2024 and should have boosted AirPods shipments globally for calendar Q3 – but didn’t according to a new report by Canalys research.

Yet overall, Apple took first place in Global TWS market with 19.8 million shipments and 21.4% market share, with Samsung in second place with 8.3 million shipments and only 9% market Share.

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Although Apple was the resounding leader in the TWS market, Canalys spent 97% of their report on the losers, praising them for one thing or another.

For instance, the report notes that “Chinese audio brands are rapidly expanding in international markets, reflecting a strategic pivot towards overseas markets to drive shipments and bolster brand recognition amid intense domestic competition. These brands are capturing share by launching entry-level products that appeal to consumers of white-box competitors,” says Chen, underscoring this shift as part of a larger trend towards enhanced product quality. However, as these brands establish a stable market share, their next challenge will be to transition their focus to developing higher quality and more innovative offerings, a shift essential for sustaining competitiveness in the mid-to-long term.

“As the smart personal audio market becomes increasingly competitive, vendors must focus on technological innovation and distinctive design to differentiate themselves,” says Leathem. “To stand out in this crowded market, vendors should prioritize advancements in core audio technologies such as ANC and spatial audio, while also introducing visually striking features.

In other words, the Chinese (and Indian) brands with low end devices are being mixed in with Apple’s high-end devices in order to water down Apple’s market share position. This is becoming a trend amongst analysts that are tired of Apple dominating various device sectors.

Apple is bound to grow their TWS market share once their next-gen AirPods Pro 3 launches sometime in 2025.