According to news on April 28, according to Japanese media reports, Apple will cut AirPods production by 25%-30% this year because of the fierce competitive pressure brought about by manufacturers such as Samsung and Xiaomi.
(TWS headset, picture from OFweek Electronic Engineering Network)
Previously, Apple’s AirPods production was predicted to be 110 million, and the output in 2021 is expected to be between 75 million and 85 million. Well-known Apple analyst Ming-Chi Kuo previously predicted that the third-generation AirPods will enter mass production in the third quarter of this year. Apple is expected to release the new AirPods in the third quarter, July to September. Considering that Apple will launch the new AirPods this year, it is normal to temporarily adjust the stocking and extract part of the production capacity to produce the new AirPods. After the new product is on the market, the old AirPods may be taken off the shelf.
Since Apple launched the first TWS headset Airpods in 2016, there has been a surge of wireless Bluetooth headsets. According to statistics from Zhiyan Consulting, from 2017 to 2018, the global TWS headset market increased from US$2 billion to US$5.376 billion, and global TWS headset shipments increased from 20 million units to 65 million units. It is estimated that the global TWS headset market will exceed 11 billion U.S. dollars in 2020, with shipments reaching 150 million units. Industry insiders predict that TWS headset shipments will exceed 1 billion units in the next five years, becoming the “number one player” in the headset market in the future.
Why are TWS headphones so popular? Mainly because of its excellent product experience and suitable for rich application scenarios:
1. As one of the common accessories of mobile phones, earphones have a huge market. The appearance of TWS earphones breaks the shackles of the sensory experience of traditional wired earphones, and is more fashionable and avant-garde in appearance, attracting people’s attention;
2. True wireless structure, completely abandon wired troubles, move more freely, especially for athletes, you can enjoy the thrill of listening to music while exercising;
3. Small size, comfortable to wear, convenient to use, easy to carry, and rich in application scenarios. For example, in driving environments, it can free your hands and no need to worry about cable problems.
As Xiaomi, Samsung, OPPO and other Android manufacturers have entered the game one after another, each has launched a true wireless headset product. Compared with AirPods, the biggest advantage is the price. Other veteran manufacturers such as JBL, BOSE, Sony, etc., may not be more competitive in price than Apple, but they are better in quality, sound effects, etc., with years of technical precipitation, and they are the best choice for professional audio players for high-end products. .
Although Apple has the first-mover advantage, it is now also facing more brutal market competition.