AirPods face slowing growth as Apple eyes ways to expand sales

AirPods have become one of Apple’s biggest accessory hits, but the company faces the tough challenge of driving repeat sales in a market that’s showing signs of fatigue.

Hand holding two white wireless earbuds with silicone ear tips, on a blurred white background.

AirPods Pro

A Consumer Intelligence Research Partners (CIRP) report claims about 40% of iPhone owners use Bluetooth earbuds, with roughly 60% of them choosing AirPods. That equates to about 25% of iPhone users overall.

While a quarter of Apple’s massive installed base is nothing to dismiss, it’s also not the kind of saturation that guarantees easy future growth.

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