Nearly one in four smartwatches shipped in 2025 was an Apple Watch: report
Summary
In 2025, Apple achieved year-over-year growth in Apple Watch shipments for the first time since 2022, as reported by Counterpoint Research. This marks a significant milestone for the tech giant in the wearable market.
Key Insights
What specific product launches drove Apple's return to year-over-year growth in 2025?
Apple's growth was fueled by a comprehensive portfolio refresh featuring three new models: the Apple Watch Series 11, Ultra 3, and SE 3. These launches addressed different market segments, from the affordable SE 3 to the ultra-premium Ultra 3. The new models included significant technological upgrades across the lineup, such as series-wide 5G Redcap support and hypertension notifications, with satellite connectivity exclusive to the Ultra 3. These improvements gave consumers who had delayed purchases compelling reasons to upgrade.
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How does Apple's smartwatch market position compare to competitors like Huawei and Xiaomi?
While Apple maintained its market leadership with 23% global smartwatch market share in 2025, competitors are gaining ground rapidly. Huawei and Xiaomi experienced significantly stronger growth rates—30% and 18% year-over-year improvements respectively—compared to Apple's 8% growth. Despite this, Apple's established ecosystem, vertical integration of hardware and software, and strong brand loyalty are expected to help it retain its top position in 2026, though analysts anticipate Huawei and Xiaomi will continue closing the gap.