AirPods Pro 3 to save Apple’s balance sheet
The AirPods market in the US is stagnating, but the launch of Apple’s AirPods Pro 3 later this year could boost sales, according to a new report from Consumer Intelligence Research Partners (CIRP). It finds that around 44% of iPhone owners in the US say they own Bluetooth headphones. Last year, the number was just 41%. Of these, 59% say they use AirPods. This represents a slight increase from the previous year’s 57% and effectively brings the number back to the 2023 level. This means that AirPods are now used by around 26% of all iPhone owners in the US.
While the data reflects a recovery in Apple’s Bluetooth headset market share among iPhone users, it also does not indicate any significant growth. Especially not when it comes to past record sales. The market is growing slowly, and while Apple maintains its share, it isn’t really expanding it.
The Apple AirPods are facing growing competition from Samsung, Bose, and Japanese company Sony, traditionally strong in the headphone segment, as well as a variety of affordable alternatives. However, the Pro model has been one of the top sellers in the headphone market for years, and this is precisely where the AirPods Pro 3 are intended to position themselves. Apple launched the AirPods Pro 2 in September 2022. They feature the H2 chip, improved noise cancellation, improved Find My integration, and much more.
Interestingly, the AirPods Pro 2 were offered with a significant $100 discount on Amazon Prime Day in the US earlier this month. Best Buy and Walmart quickly followed suit, although Apple maintained the full price on its website and in stores. The $100 discount was one of the largest discounts ever for the current model. CIRP speculated that Apple and Amazon may have been trying to clear existing inventory ahead of the expected launch of a new model.
Apple AirPods Pro 3 with better sound, stronger ANC, and heart rate monitoring
The Apple AirPods Pro 3 are expected to be announced later this year, possibly alongside new iPhone and Apple Watch models in September. However, there have also been rumors that the launch won’t take place until 2026. The new model is expected to feature improved noise cancellation (ANC), improved sound, design optimizations, and heart rate monitoring.
The new Apple AirPods Pro 3 are expected to target both new customers and existing users with weak batteries or older models. According to CIRP, AirPods are among the most frequently reordered items on Amazon. New smartphones, on the other hand, are now being purchased much less frequently, and product life cycles are becoming increasingly longer. Therefore, it’s possible that Apple will invest significantly more heavily in accessories in the future.
