Apple now holds just 35 percent of the fast-growing segment TWS earbuds market, as per research data, as more affordable alternatives from Chinese rivals have eaten into Apple’s share. The company is projected to sell 82 million units of airpods this year.Apple now holds just 35 percent of the fast-growing segment TWS earbuds market, as per research data, as more affordable alternatives from Chinese rivals have eaten into Apple’s share. The company is projected to sell 82 million units of airpods this year.