AirPods Regain Market Share but Growth Remains Flat Amid Amazon Discounts

Consumer Intelligence Research Partners (CIRP) reports that AirPods regained market share among iPhone users, but overall growth stalled. 44% of iPhone owners now have Bluetooth earbuds, up from 39% last year. However, AirPods market share dropped from 59% to 57%, and then rebounded to 59%. The recent Amazon Prime Day discount for AirPods Pro 2 suggests Apple is trying to capitalize on a faster-moving product line and clear inventory before introducing a new model.

Consumer Intelligence Research Partners (CIRP) reports that AirPods regained market share among iPhone users, but overall growth stalled. As of July 2025, 44% of iPhone owners now have Bluetooth earbuds, up from 39% last year. However, AirPods market share dropped from 59% to 57%, and then rebounded to 59% [1]. The recent Amazon Prime Day discount for AirPods Pro 2 suggests Apple is trying to capitalize on a faster-moving product line and clear inventory before introducing a new model.

The discount strategy is evident as Amazon Prime Day 2025 featured a $100 discount on AirPods Pro 2, reducing the price from $249 to $149. This is rare for a premium Apple product and indicates a shift in Apple's approach to pricing and sales momentum [2]. While the discount may have been aimed at boosting sales, it also raises questions about the current demand for AirPods.

Apple's decision to discount AirPods Pro 2 through third-party retailers like Amazon, while not discounting them on its own channels, signals a strategic move to maintain brand value and target price-sensitive buyers without cheapening its premium image [1]. This approach may be an attempt to maintain market share and prepare for the upcoming AirPods 2025 generation.

The AirPods market faces stiff competition. Rivals such as Samsung, Sony, Bose, and budget brands offer alternatives that undercut AirPods on price and sometimes deliver better repairability or longer battery life. Despite strong brand loyalty, budget options are gaining ground among iPhone users [1].

In conclusion, while AirPods market share has stabilized, Apple faces challenges in driving future growth. The recent discount strategy and the upcoming introduction of a new AirPods generation indicate that Apple is actively trying to address these challenges. Investors should keep an eye on Apple's pricing strategies and the performance of its competitors to gauge the future trajectory of the AirPods market.

References:
[1] https://appleinsider.com/articles/25/07/16/airpods-face-slowing-growth-as-apple-eyes-ways-to-expand-sales
[2] https://www.forbes.com/sites/forbes-personal-shopper/2025/07/11/prime-day-airpods-deal/