GoKawiilApple retains TWS earbud lead in Q2 2026 as Shokz drives open-ear boom
Omdia data show Apple shipped 16.8 million true wireless stereo earbuds in Q2 2026, up 1.2% year over year, giving it 20.5% market share even as the overall TWS category shrank 0.7%. Meanwhile, the open wireless stereo segment—clip-on and ear-hook designs that leave the ear canal open—grew 12%, led by Shokz with a 10.3% share after 107.9% growth.
GoKawiil's interpretation of the reporting above, not reported fact.
Apple's ability to grow while rivals like Xiaomi, Samsung and Huawei mostly stagnate or shrink underscores its pricing power and brand loyalty in a maturing category. The rapid rise of open-ear specialists like Shokz signals a shift in consumer preference toward comfort and awareness features, a trend Apple appears to be chasing with its 'open-ear fit' AirPods 5 messaging.
- Apple shipped 16.8M TWS units in Q2 2026, holding 20.5% global share despite a market-wide 0.7% decline.
- Open wireless stereo devices grew 12% year over year, with Shokz posting 107.9% growth to lead the segment.
- OPPO was the only other top-five TWS vendor to grow shipments, up 14.9%, while Xiaomi, Samsung and Huawei trailed Apple.
Apple AirPods Pro 2 — As the article notes, Apple continues to lead the true wireless stereo market, and the AirPods Pro 2 are a great example of why. They pair seamless integration with Apple devices with strong active noise cancellation, making them a top pick for anyone wanting into the TWS category Apple dominates.
See Apple AirPods Pro 2 on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: 9to5mac.com — Marcus Mendes, 2026-09-18
Published there as: “Report: Apple leads slowing true wireless stereo market as open-ear earbuds gain ground”
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