Photo credit: APApple remained the world's largest true wireless stereo (TWS) brand in the first quarter of 2026, but the bigger story in the wireless audio market is the rapid rise of open-ear earbuds. According to a new report by Smart Analytics Global (SAG), Open Hook and Open Clip earbuds delivered the strongest growth across the industry during the quarter, signalling a shift in consumer preferences beyond traditional in-ear designs.The report says Apple captured 23% of the global TWS market in Q1 2026, ahead of Xiaomi and Beats, while overall industry shipments grew 4% year-on-year. Meanwhile, Open Hook earbuds grew 48% YoY, and Open Clip devices surged 87% YoY, making them the fastest-growing categories in the market.Key TakeawaysApple led the global TWS market with a 23% share in Q1 2026.Xiaomi ranked second with 11% market share, followed by Beats at 8%.Global TWS shipments grew 4% year-on-year during the quarter.Open Hook earbuds recorded 48% YoY growth.Open Clip earbuds surged 87% YoY.Traditional TWS shipments declined 1% YoY in Q1 2026.Global TWS shipments are forecast to reach 344 million units in 2026 and 349 million units in 2027.Apple is expected to remain the market leader through 2027.Apple remains the market leaderApple continued to dominate the global TWS market despite increasing competition from Chinese brands and regional players.According to SAG, the company accounted for 23% of global TWS shipments during the first quarter of 2026. Xiaomi secured the second position with an 11% share, while Beats ranked third with 8%.While shipment leadership remains important, Apple's dominance becomes even more pronounced when revenue is considered. The report notes that Apple's premium pricing strategy allowed it to command 44% of the global TWS market value in Q1 2026.Commenting on Apple's position, Abhilash Kumar, Lead Research Advisor (Director) at Smart Analytics Global, said that the broad geographical availability of AirPods continues to provide a major competitive advantage."The broad geographical availability of AirPods continues to keep Apple ahead of regional players and helps it maintain the leading position. Its higher ASP gave it a significant advantage in the TWS market value terms where it holds the market share of 44% in Q1 2026," Kumar said.Global TWS market share: Q1 2026BrandMarket ShareApple23%Xiaomi11%Beats8%Source: Smart Analytics Global (SAG)The real growth story is happening outside traditional earbudsWhile Apple continues to lead the market, the industry's most significant development is the growing popularity of open-ear audio products.Traditional TWS earbuds, which still account for the majority of shipments, declined 1% year-on-year in Q1 2026. SAG expects the category to decline by 2% for the full year as consumers increasingly explore alternative form factors.In contrast, both Open Hook and Open Clip categories posted strong growth.Open Hook earbuds grew 48% year-on-year during the quarter, while Open Clip devices recorded an even stronger 87% increase. Together, the two categories accounted for more than 10% of total global TWS shipments in Q1 2026.The trend reflects changing consumer preferences around comfort, ear health and long-duration wearability.Unlike traditional earbuds that sit deep inside the ear canal, open-ear devices are designed to reduce pressure on the ears while allowing users to remain aware of their surroundings.Shokz and Huawei lead the new categoriesWithin the Open Hook segment, Shokz emerged as the market leader with a 25% share in Q1 2026. Anker followed with a 13% market share.The Open Clip category, meanwhile, was led by Huawei, which captured 22% of the segment. Baseus ranked second with a 13% share.The strong performance of these brands highlights how the emerging open-ear market is creating opportunities beyond traditional audio leaders.According to SAG, Open Hook and Open Clip devices are expected to remain the fastest-growing categories throughout the forecast period.TWS category performanceCategoryQ1 2026 Growth2026 ForecastTraditional TWS-1%-2%Open Hook+48%+34%Open Clip+87%+72%Source: Smart Analytics Global (SAG)Open-ear earbuds are becoming the industry's growth engineSAG believes Open Hook and Open Clip devices will continue to drive market expansion over the next two years.Commenting on the trend, Kumar said these form factors have become the new growth engines of the global TWS market."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," he said.Despite this growth, traditional earbuds are not disappearing anytime soon.Kumar noted that conventional TWS products are expected to maintain more than 80% market share through 2027 because of their familiar design and broad consumer appeal.Market growth remains steady through 2027The overall TWS market is expected to continue expanding, though at a moderate pace.According to SAG forecasts, global TWS shipments will grow 3% year-on-year in 2026 to reach 344 million units. The market is projected to grow another 2% in 2027, taking shipments to 349 million units.The report also expects average selling prices and revenue to grow faster than shipment volumes due to the increasing mix of premium Open Hook and Open Clip products.Trade wholesale ASP is forecast to rise 6% in 2026 and another 5% in 2027.That means manufacturers could generate stronger revenue growth even as overall shipment growth remains relatively modest.Global TWS market forecastYearShipments2026344 million units2027349 million unitsSource: Smart Analytics Global (SAG)Premium positioning is helping open-ear productsAccording to Linda Sui, Founder and Principal at Smart Analytics Global, the appeal of Open Hook and Open Clip products extends beyond functionality.She noted that Open Clip devices are increasingly attracting consumers looking for both comfort and fashion-focused designs, while Open Hook products continue to resonate with sports and outdoor users."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 than traditional TWS," Sui said.She added that Huawei remains the dominant player in Open Clip devices, but growing competition from companies including Xiaomi and Samsung is expected to accelerate adoption in the coming quarters.Why this mattersThe TWS market is entering a new phase.For years, growth was driven largely by traditional earbuds. That formula is now changing as consumers look for devices that offer greater comfort, improved awareness of surroundings and better long-term wearability.The numbers suggest open-ear products are moving from niche accessories to mainstream categories. While traditional earbuds will continue to dominate overall volumes, Open Hook and Open Clip devices are becoming the industry's fastest-growing segments.For Apple, maintaining leadership will depend not only on AirPods sales but also on how quickly the company responds to evolving consumer preferences across the broader wearable audio market.Frequently Asked QuestionsWhy are Open Hook and Open Clip earbuds growing faster than traditional earbuds?Consumers are increasingly looking for more comfortable audio products that can be worn for extended periods without causing ear fatigue. Open-ear designs also allow users to remain aware of their surroundings.Is Apple's leadership based on shipments or revenue?Both. Apple led the market with a 23% shipment share in Q1 2026 and captured 44% of the industry's value thanks to the premium pricing of AirPods.Are traditional wireless earbuds losing popularity?Traditional TWS devices still dominate the market, but shipments declined 1% year-on-year in Q1 2026 and are forecast to fall 2% for the full year.Which companies are leading the Open Hook and Open Clip categories?Shokz led the Open Hook segment with a 25% share, while Huawei topped the Open Clip category with 22%.How large will the global TWS market become?Smart Analytics Global forecasts shipments will reach 344 million units in 2026 and 349 million units in 2027.Why are open-ear earbuds becoming more expensive products?Open Hook and Open Clip devices typically command higher average selling prices because they target specific use cases such as sports, outdoor activities, comfort-focused usage and fashion-oriented designs.Will open-ear earbuds overtake traditional earbuds?Not in the near future. SAG expects traditional TWS devices to continue accounting for more than 80% of the market through 2027, although open-ear categories will grow much faster.end of article