Apple launched new Beats Studio Buds true wireless earphones yesterday, which features a different design from previously released headphone products. The new earphones will carry MediaTek’s 22nm TWS chipset instead of Apple’s own 16nm H1 chips, according to Ming-Chi Kuo, an analyst at Tianfeng International.
According to Ming-Chi Kuo, by powering the newly released wireless earphones with MediaTek’s TWS chips, Apple can expand to target Android users and shovel off burdens from the tech giant’s TWS market share drop.
Other advantages for Apple include a shorter time to market, more flexible strategy, lower cost, and differentiating with AirPods products.
Apple’s TWS dual-brand strategy indicates that the pricier AirPods targets iOS users for a well-rounded iOS ecosystem to add to its value, whereas the more affordable Beats targets both iOS and non-iOS users to increase market share.
MediaTek, on the other hand, increases its possibility of entering other Apple products and gains growing momentum of TWS chipsets for 2022. Ming-Chi Kuo predicts volume shipments can reach 150 million and 180 million units for years 2021 and 2022, respectively.