AirPods have become one of Apple’s most successful accessories, but the wireless earbuds now face slowing growth. According to Consumer Intelligence Research Partners (CIRP), about 40% of iPhone owners use Bluetooth earbuds, with 60% of them choosing AirPods. That equals roughly 25% of Apple’s massive iPhone base—a strong figure, but not enough to guarantee easy future gains.
Discounts Hint at Demand Concerns
Amazon’s Prime Day featured a steep $100 discount on AirPods Pro 2, dropping the price from $249 to $149. Retailers like Best Buy and Walmart matched the cut, signaling that Apple may be pushing to move inventory ahead of a new AirPods generation expected in September. While Apple didn’t slash prices on its own site, analysts suggest the company aims to attract more users before its next launch.
Replacement Cycles and Sustainability Challenges
Shorter product life cycles have traditionally helped Apple bridge revenue gaps. Batteries in AirPods degrade over time, and losing a single earbud often means buying replacements. However, this business model raises sustainability concerns. Critics argue that AirPods’ limited repairability and recyclability conflict with Apple’s environmental goals, creating an e-waste problem the company has yet to fully address.
Competition Heats Up
Apple still leads in brand loyalty, but rivals like Samsung, Sony, and Bose are offering strong alternatives at lower prices. Many competitors promise better battery life and easier repairs, which could sway budget-conscious buyers.
What’s Next for AirPods
Apple’s upcoming AirPods will need more than cosmetic upgrades to reignite demand. Industry watchers expect improvements such as extended battery life, enhanced sound quality, health tracking, and deeper integration with Apple’s ecosystem. These features could help Apple maintain its dominance in a slowing market.
