A new report out today from Consumer Intelligence Research Partners (CIRP) shows that while remain the most popular wireless earbuds among iPhone users, Apple might be feeling the pressure of slowing growth.

According to the , 44% of iPhone owners now report having Bluetooth earbuds, up slightly from 41% last year and 39% the year before.

However, 59% of those say they own . That’s a 2% bump from last year, but it’s also right back to where it was in 2023. In other words, Apple has managed to recover some lost ground, but growth is essentially flat over the past two years.

Big picture-wise, while the numbers show that roughly 1 in 4 iPhone owners use , they also suggest there’s still headroom Apple hasn’t quite figured out how to convert.

According to the report, last week’s aggressive Amazon Prime Day discount was quickly matched in price by Best Buy and Walmart. were available for just $149 (and can ), down from the usual $249.

CIRP notes that while the deals weren’t offered directly by Apple, they were likely coordinated to move units for one of two possible reasons:

Some speculate Amazon (and therefore Apple) wants to move AirPods inventory before introducing a new model . It’s hard to imagine that two companies as skilled at managing their supply chains could possibly need to do that. We think both companies just want to sell a lot of AirPods and had the margin capacity to sell them at prices that could drive extraordinary volume.

The report also notes that as the iPhone upgrade cycle continues to stretch, offer Apple a chance to capitalize on a faster-moving product line. In fact, they mention that are one of the most frequently reordered items on Amazon, whether to replace a lost bud or swap out an aging pair with fading battery life.