Recently, Tianfeng International analyst Ming-Chi Kuo released the latest report. According to his forecast, Apple is raising its 2020 AirPods sales target from last year’s 80 to 90 million units to 93.8 million units. It is expected that AirPods sales will further increase in the second half of 2020.
The analyst explains the three reasons behind the entire scenario. The first reason is that the iPhone 12 series may discontinue including EarPods in the box, which would increase demand for lower-priced AirPods 2 (second-generation AirPods). The second reason is that this may end the inventory depletion of AirPods 2 in the second Quarter of 2020. The third reason is that Apple may have a promotion plan for AirPods in the second half of 2020.
AirPods sales are at their lowest level so far this year (2020). However, Apple’s plans will likely increase AirPods sales. Due to the virus outbreak and shortages, the lack of demand for AirPods 2 caused Apple’s sales in the second quarter of 2020 to decline by about 29% quarter-on-quarter to 17.2 million units.
However, according to Apple’s new strategy, demand for AirPods 2 may resume in the third quarter of 2020 to maintain strong orders alongside AirPods Pro. AirPods shipments are expected to grow strongly by 40% QoQ, 44% YoY in the third Quarter of 2020, and 17% QoQ, 39% YoY in the fourth Quarter of 2020.
Currently, the cheapest wireless headphones on Apple’s official website are the BeatsX, priced at $112. In contrast, the AirPods (second generation) are priced at around $176, which users may be unwilling to pay, opting instead to continue using the low-priced EarPods, which are only $29 on Apple’s official website. Of course, this move may also force users to buy headphones from other brands.