The Bluetooth headphone market is fiercely competitive—even for Apple. While AirPods continue to dominate among iPhone users in the US, real growth is barely in sight. The competition is fierce, pricing pressure is increasing, and new user groups are no longer as easy to convince as they once were. This is precisely where the next generation is intended to address: The AirPods Pro 3 could be the decisive update to boost sales again. A new report suggests that Apple is deliberately working toward this moment.
According to an analysis by Consumer Intelligence Research Partners (CIRP), approximately 44 percent of iPhone owners in the US currently say they use Bluetooth earphones. Last year, this figure was 41 percent. Of these 44 percent, 59 percent use AirPods – two percentage points more than the year before. The bottom line is that approximately 26 percent of all iPhone users in the US use AirPods. These figures show that Apple is maintaining its stable market share for Bluetooth earphones. However, growth beyond previous highs is lacking. Competition is growing – not only from established brands like Samsung, Sony, and Bose, but above all from affordable alternatives that already cover many basic functions.
Price pressure and stock reduction for the AirPods Pro 2
One indicator of the pressure Apple is under is the massive price reduction the AirPods Pro 2 recently experienced. During Amazon Prime Day in July, the model was offered for $149—a full $100 below the regular price of $249. Retailers like Best Buy and Walmart followed suit, while Apple itself stuck to its list price. According to CIRP, this price drop was likely no coincidence: It was either to clear inventory or to generate additional sales through temporarily lower margins before a new model comes onto the market. Both are conceivable—but above all, it fits with the expectation that the AirPods Pro 3 are already in the starting blocks.
AirPods Pro 3: What the new model will bring
The third generation of AirPods Pro is expected to be unveiled this fall, presumably alongside the new iPhones and the next Apple Watch. Initial leaks and analyst estimates point to several technical and functional improvements. Planned improvements include:
- improved active noise cancellation (ANC)
- optimized sound through new drivers
- revised design for better fit
- First integrated heart rate measurement
- closer integration with iOS 26
The health feature is expected to be particularly exciting. Heart rate monitoring directly through the earbuds could, for the first time, give the AirPods a stronger foothold in the fitness space. Combined with new sensors and the iPhone ecosystem, this creates a new layer of application that goes beyond mere media consumption.
iOS 26 brings new look – also for the AirPods
Another feature that will accompany the market launch of the AirPods Pro 3 is the major design update called "Liquid Glass," which will be introduced with iOS 26 and other releases. Particularly affected is Apple's TV app, which will be equipped with new vertical movie posters, redesigned player controls, and transparent UI elements. This new visual concept allows for a more dense display of content without losing clarity. In the TV app, the controls will now float above the running video, so content is no longer obscured. The look is more modern and clearer—and sets the tone for the entire system, into which the new AirPods will also be embedded.
The success of the AirPods Pro 3 will be crucial
The AirPods Pro 3 could come at just the right time for Apple. While the iPhone market is moving more slowly than before, the AirPods segment offers the opportunity for faster sales and a broader customer appeal. Users with older models or those experiencing declining battery life are particularly likely to be willing to upgrade once the improvements become noticeable. With better sound, new features, and deeper system integration, Apple not only aims to win back existing users but also regain ground against cheaper competitors. The decisive factor will be whether Apple can convincingly communicate this overall package while remaining competitive on price. The market is waiting – and Apple is under pressure to act. (Image: Shutterstock / photoschmidt)
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