The boom in Bluetooth earbuds has done smartphone makers no harm. Apple, Samsung and Xiaomi seem to have tapped into an additional source of income. However, the markets for phones and earbuds are not exactly equal. Making Bluetooth earbuds is a lot easier and gaining a position in that market is also faster; it is direct sales and providers are not involved. Apple leads in earbuds, especially using its power with iPhones. Yet there is plenty of competition, with brands such as Jabra and Soundcore in addition to the well-known smartphone makers. In addition to the expensive earplugs, there are also cheap versions available.
Now that the dust has settled, it appears that many smartphone makers have been able to take the step towards wireless audio. Apple of course, but Samsung and Xiaomi, among others, have also taken that step. The question is to what extent this is due to their position in smartphones. Earbuds are less compatible depending on the size of the smartphone maker. Sony hasn’t used its position at all, but with Samsung it makes sense. Sometimes there were promotions where users received the earplugs for free with the phones. That also drives up the market share and introduces people to those earplugs.
Xiaomi mainly plays the same game it plays with smartphones: many different models with different prices, with lower prices than many premium competitors. Fairphone offers little value for money, but the earbuds are very repairable.
Every bird sings according to its beak. How a smartphone maker is branded largely determines what the earbuds are like, what they offer, how open they are and what position they have in the market. Compared to the smartphone market, there is certainly more choice when it comes to wireless earbuds, between many more different brands.
