Apple(US:AAPL) Zhi Tong Cai Jing·2025-12-12 01:51Core Insights - Global shipments of open wireless headphones (OWS) surpassed 10 million units in Q3 2025, marking a 69% year-on-year increase, compensating for a 4% decline in traditional true wireless stereo (TWS) shipments [1][2] - The market is evolving along two distinct paths: high-end differentiation focusing on advanced ANC and sound quality, and affordable innovative products targeting emerging markets [1][2] Industry Trends - The average selling price (ASP) of OWS is being pushed above $100 to avoid price-driven competition, with higher-priced OWS shipments growing faster than those below $100 [2] - Emerging markets are driving growth through aggressive pricing and feature proliferation, while developed markets emphasize high-end experiences and ecosystem integration [2] Future Projections - Omdia forecasts that OWS shipments will reach 40 million units by 2026, accounting for 10% of the total TWS market, highlighting the strategic importance of OWS in reshaping the audio market [3] - The next phase of market differentiation will focus on AI-driven personalized experiences, seamless integration of device ecosystems, and comfort-centric design innovations to meet the evolving demands of consumers [3]