iPods' market share among iPhone users is on the rise again
In a recent report by the Consumer Intelligence Research Partners (CIRP), it was revealed that AirPods have a 59% market share among iPhone owners. This represents a 2% increase from 2024, with approximately one in four iPhone owners using AirPods.
The report does not mention any specific reason for the increase in AirPods market share, but it does suggest that the fast product rotation cycle of AirPods may be a strategic advantage for Apple in the market. This rapid cycle, according to the report, contributes to a faster product rotation cycle for AirPods, while the iPhone upgrade cycle slows down.
AirPods were found to be the most frequently reordered products on Amazon by market researchers. This is often due to the replacement of lost earbuds or the exchange of older models with decreasing battery life. Last week, during Amazon Prime Day, the AirPods Pro 2 were discounted to $149 on Amazon, a decrease from the original price of $249. The discount was also offered by both Walmart and Best Buy.
The report does not provide any forecasts for future market share trends of AirPods among iPhone owners, nor does it specify the market share of other brands of Bluetooth earbuds among iPhone users. However, among iPhone owners, 44% use Bluetooth earbuds. The brand names of Bluetooth headphones used by the 44% of iPhone owners not using AirPods are not explicitly listed in the search results. Popular non-AirPods Bluetooth headphone brands mentioned or implied around 2025 include Teufel (REAL BLUE NC 3 model) and other prominent audio brands like Clearaudio, Rega, Technics, Pro-Ject, and MrSpeakers, which were highlighted at audio events in 2025.
The report also does not provide any information on the impact of discounts on the AirPods market share among iPhone owners, nor does it provide data on the market share of AirPods among owners of other types of smartphones. Despite this, Apple has regained some lost market share in the earbud market.
The growth in AirPods market share has remained relatively low over the past two years, but the fast product rotation cycle provides an opportunity for Apple to benefit financially. As the market for Bluetooth earbuds continues to evolve, it will be interesting to see how Apple and other companies adapt and compete in this space.
