- Apple maintained its top spot in the global TWS market for Q1 2026 with a 23% market share
- The market is rapidly shifting toward open-ear designs, with Open Hook shipments surging 48% YoY (led by Shokz) and Open Clip skyrocketing 87% YoY (led by Huawei) during the quarter.
As per Smart Analytics Global (SAG) Wearable 360, Apple led the global TWS market in Q1 2026 with 23% market share. Xiaomi ranked second with 11% market share and Beats follow with 8% market share. The global TWS market grew 4% YoY. Trade wholesale ASP and revenue also grew 4% and 8% YoY respectively. The TWS market has limited exposure to the ongoing memory price hike, and therefore the memory shortage does not directly impact the segment.
Commenting on Apple’s leadership Abhilash Kumar, Lead Research Advisor (Director) at Smart Analytics Global said “The broad geographical availability of AirPods continues to keep Apple ahead of regional players and helps it maintain the leading position. It’s higher ASP gave it a significant advantage in the TWS market value terms where it holds the market share of 44% in Q1 2026.”
Exhibit 1 – Global TWS Market Q1 2026 Top 3 Vendors Market Share
As per the forecasts from Smart Analytics Global (SAG) Wearable 360, the global TWS shipments will grow 3% YoY in 2026 to reach 344 million units. The growth is largely driven by Open Hook and Open Clip TWS, which are forecasted to grow 34% YoY and 72% YoY, respectively, while the traditional TWS segment is forecast to decline at 2% YoY in 2026.
In 2027, we again forecast TWS market will follow the upwards track, with the volume growing 2% YoY at 349 million units. Meanwhile, given the greater mix of higher-priced open hook and open clip categories, we forecast TWS trade wholesale ASP and revenue will outpace shipment volume growth during the timeframe. Trade wholesale ASP will grow 6% YoY and 5% YoY in 2026 and 2027 respectively. Apple will continue to lead the market in 2026 and 2027.
Exhibit 2: Global TWS Market Volume 2025-2027F
The Traditional TWS market declined 1% YoY in Q1 2026, as volumes continue to shift toward open-ear form factors. For the full year 2026, the category is forecast to decline 2% YoY. Apple remained the leading vendor in this segment, followed by Xiaomi, Beats, Huawei, and Boat.
The Open Hook category delivered strong double-digit growth of 48% YoY in Q1 2026. The segment is forecast to grow 34% YoY in 2026. Growth is being driven by the fresh form factor, ear-friendly design, and increasing consumer preference for products that support ear health and all-day comfort. In Q1 2026, Shokz led the pack with 25% market share. Anker followed with 13% market share.
The Open Clip category grew an impressive 87% YoY in Q1 2026. For full-year 2026, the segment is forecast to grow 72% YoY. Compared to both Traditional TWS and Open Hook devices, Open Clip remains a relatively new form factor, and therefore its rapid growth is occurring from a lower base. In Q1 2026, Huawei led the segment with 22% market share. Baseus followed with 13%.
Exhibit 3: Open Hook and Open Clip TWS Market 2025-2027F
Commenting on the form factors, Kumar added, “Open TWS, specifically Open Hook and Open Clip form factors, are the new growth engines for the global TWS market. They will continue to experience double-digit growth, albeit from a low base. This momentum is driven by the ear-friendly design of these form factors, unlike traditional buds that sit deep in the ear canal and can eventually cause irritation. That said, traditional buds will continue to exist for their classic look and are projected to dominate with over an 80% market share throughout the forecast window until 2027.”
We tracked open hook and clip categories combined contributed more than 10% of the total TWS volume share in Q1 2026. We forecast the ratio to exceed 15% mark in 2027. Open hook will continue to out weight open clip, but the latter will pose higher growth rate in the following two years.
Commenting on the value, Linda Sui, Founder and Principal at Smart Analytics Global said “Open clip TWS cater heavily to a mix of fashion-forward and comfort-seeking consumer needs, whereas open hook designs remain firmly anchored in sports and outdoor use cases. Due to these premium value propositions, both sub-categories command a significantly higher Average Selling Price (ASP) than traditional TWS. While Huawei continues to be the undisputed leader in the ear-clip segment, the aggressive entry of Xiaomi, Samsung, and other major players with their own open clip products is set to fuel the category’s growth over the coming quarters.”
Our latest report on TWS is published where we have estimated quarterly shipments, wholesale ASP and revenue of more than 50 brands across three categories which are traditional, open hook and open clip TWS. We have also done a short term quarterly forecast till Q4 2027. Clients and prospects can contact us for the same.