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Apple TWS Shipments Grow 27% Annually in Q2 2021

by Ville-Petteri Ukonaho | Jul 28, 2021

Apple released its latest quarterly numbers in 27.7.2021. Strategy Analytics followed the event closely and has dissected the numbers for you.

Apple Wearables, Home and Accessories revenue grew 36% YoY. As Q2 2020 was the beginning of the worldwide pandemic, annual growth from then may not be the best comparison point. Apple managed to increase revenues for the sector by 12% QoQ which is an excellent result as the first half of the year is usually a bit slower and the world is only just beginning to get out of the pandemic.

Apple’s AirPods earbuds (TWS) had a good quarter. Shipments grew 27% YoY and 5% QoQ to over 19 million. The slightly slowing quarterly growth gives a clear indication that the lineup is getting aged and consumers are already waiting for the refreshed AirPods 3 (coming in second half 2021) and new AirPods Pro 2 (coming sometime in 1H 2022). AirPods TWS revenues grew 28% YoY and 8% QoQ, which is a very good result for the second quarter.

Even though AirPods earbuds are its bestselling audio accessory, Apple has other devices as well. AirPods Max shipments grew from previous quarter by 17%, but the sales are coming from a quite low base as their high ASP limited sales. Apples audio focused subsidiary, Beats by Dre, launched their newest TWS (Beats Studio Buds) during 2nd quarter 2021 and it has been well received. Beats TWS shipments grew 13% YoY and 41% QoQ which is an excellent achievement.

Overall, Apple managed to increase the ASP of the AirPods (TWS + Max) lineup by 5% YoY and 3% QoQ, indicating increased share of AirPods Pro and Max shipments. AirPods total revenues grew 38% YoY and 9% QoQ.

Headsets and earbuds have become a healthy growth segment for Apple and remained relatively resilient during the Covid-19 lockdowns of 2020.  Continued growth in 2H 2021 is predicted as consumers, returning to more normal lives, look to upgrade their audio accessories as they return to the gym, travel, and in some cases even the (non-home) office.  The upcoming AirPods 3, along with new iPhone models in September, will be major drivers for Apple’s Bluetooth headsets and earbud sales.

Clients of our Bluetooth Device Tracker service can learn more about Apple and other vendors Bluetooth device shipments, sales, Marketshare, ASPs, revenue and technology here.

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