South Korea’s biggest tech names are sharpening their challenge to Apple in the wireless earbuds market, rolling out feature-rich models at prices designed to lure cost-conscious buyers.

Samsung has officially  launched its Galaxy Buds3 FE after showing the model at IFA Berlin earlier this month.

Positioned as a lower-cost version of last year’s Galaxy Buds3, the FE model undercuts Apple’s premium AirPods Pro 3 by more than half.

LG is expanding in the same space with its Xboom Buds Plus (₩199,000/$230) and Xboom Buds Lite (₩99,000/$115), following the release of its mid-tier Xboom Buds in January (₩149,000/$170).

LG is also getting in on the affordably priced earbud action

Together, the three models give LG a chance to target mid-range and low-end buyers.

Market data shows Apple led global shipments in Q1 2025 with a 23.3% share, followed by Xiaomi at 11.5%, Samsung at 7.1% and Huawei at 6%.

Xiaomi gained nearly eight points year-on-year, while Apple slipped slightly.

Apple is defending the high-end with its AirPods Pro 3.

The new model adds upgraded audio, stronger noise cancellation and heart-rate monitoring for fitness tracking.

Industry figures show earbuds priced under US$50 made up almost half of global shipments in 2024, while high-end models above US$150 slid to 22% from 27%.

Mid-range products between US$101 and US$149 grew to 15%.

Analysts say that as Samsung and LG broaden their portfolios, Korean brands could gain share as consumers increasingly balance performance and price.

The Galaxy Buds3 FE are available in Australia and are priced at $249.