HMD Global, better known as Nokia, announced that it is bringing its Power Earbuds to the USA. The Totally Wireless (TWS) Bluetooth earbuds space, established by Apple with its AirPods is getting crowded, and HMD is only the latest of a long tail of brands entering the segment.

HMD’s Power Earbuds will be retail priced at $99, putting them at the higher end of the pricing range in a segment where cheap TWS earbuds can be found all day long on Amazon for less than $20.

But most of those cheap TWS earbuds don’t last, often failing within weeks of purchase. While the majority of TWS earbuds sold sell for well over $100 retail, that’s the Apple-effect, as AirPods are the single best-selling TWS headsets on the market right now.  HMD’s Power Earbuds are likely too expensive at $99 for its target audience (folks who like their affordable smartphones) but the Nokia brand’s reputation for offering well designed and durable products may allow it to punch above its weight price-wise.

We reckon that the $60 to $75 retail price range would be the sweet-spot for Power Earbuds and suspect that by the height of the Q4 holiday shopping season these TWS headsets will end up around this price.

Strategy Analytics Device Technologies practice has extensive analysis of the TWS headset space including unit sales and forecasts by vendor, region, price tier and ASP.  Clients can access the report Mobile Accessories: Global Bluetooth TWS Headset Sales and Revenue Forecast to 2025 to learn more.