After five years, four models and millions of units sold, it looks like the craze for AirPods Finally slowing down. A report by research firm Canalys shows that global AirPods shipments have declined drastically in Q3 2021. For some time now, AirPods have been setting a fairly fast pace in the true wireless market. Apple Still remain the undisputed leader but the numbers are dwindling. Here are four reasons why people aren’t ‘crazy’ about AirPods:
numbers game
Before we get into the reasons, let’s take a look at the numbers. According to Canalys, Apple shipped about 17.8 million units of true wireless earbuds — including older ones under the Beats brand — in Q3 2021. AirPods shipments are down 33.8%, as in the same quarter last year, Apple shipped 26.8 million units. Apple remains the market leader with 24.6% market share, but that number is also down from 37.6% in Q3 2020.
too many players in the market
The TWS market has grown rapidly over the years. Almost every smartphone brand, audio brand, and even the likes of Amazon have their own true wireless earbuds. The Canalis number proves this. About 49% of the market was held by “others,” which means a lot of players are cutting into AirPods sales. “Audio players, such as Jabra, Sony and JBL, are now taking an increasingly aggressive stance by offering TWS models at multiple price points,” said Sherri Jin, Research Analyst at Canalys.
The ‘replacement’ cycle is long for AirPods
People who have AirPods don’t replace them for at least two years until they go kaput. If you have a pair of AirPods at all, chances are they will last easily more than two years. This means that existing customers do not upgrade very regularly and adding new customers in an ultra-competitive space is a daunting task.
Apple ‘delay’ in refreshing AirPods line up
Almost every brand launches multiple options every year. Take the case of Samsung, which has two ‘flagship’ TWS in 2021. Samsung ranks second in the market with 12% market share. Players like Jabra also launch multiple devices every year. In comparison, Apple has had three AirPods versions in TWS over five years and one airpods max In the over-the-ear category. People wait for the new AirPods to finally arrive but they don’t come sooner than expected. Apple has adopted a two-year update cycle so far, but that may change as the new airpods pro Expected to be at the end of next year. The third generation AirPods were launched in October and there is every possibility that it will prove to be a bestseller. At least, Canalis hopes so. “With the release of the third generation AirPods, the global TWS market is expected to return to strong growth in Q4 for the holiday season,” the research firm said.
cheap options galore
In India, the cheapest AirPods you can get for Rs 12,500 are the second-gen variant and launched in 2019 – almost two years old. Consumers have plenty of options, with brands offering premium features for less than AirPods. The Samsung Galaxy Buds 2 – which Canalys has chosen as one of the main reasons behind the growth of the brand – is priced at Rs 11,999 in India. OnePlus sells its Buds Pro for less than Rs 10,000. Then there are the likes of Nothing, Oppo, Jabra – which have cheaper offers than AirPods. Not to forget the likes of Boat – the fifth largest brand in the world – who have tons of options for customers at varying prices. AirPods are an aspirational option and the perfect pairing for those in the Apple ecosystem, but beyond that, the customer has many options and at a low cost.
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