Faced with more intense competition from its Asian rivals, Apple has decided to significantly reduce the production of
AirPods this year, between 25 and 35%. Based on information from
Nikkei Asian Review, this would represent between 75 and 85 million units against 110 million initially planned. A forecast which suggests that the demand for
AirPods reportedly slowed after years of double-digit growth rates. In particular, the rise of brands like Samsung and Xiaomi in the hyper-competitive market for True Wireless headphones.
In March, IDCestimated that annual growth in sales of Apple headphones had fallen to 22%. Apple launched the AirPods in 2016 and quickly established itself as the leader in the Bluetooth headphone segment. But the competition ended up resuming colors by playing on more aggressive pricing positioning. This is particularly the case with Xiaomi, whose range of wireless headphones has grown by 55% since last year, according to IDC.
This does not prevent Apple from displaying rock-solid financial health. The apple firm has experienced a
first quarter record, with an annual increase of 54% in its turnover and a boom of 66%, 70% and 78% in sales of iPhone, Mac and iPad.
Image : Apple