Nearly one in four smartwatches shipped in 2025 was an Apple Watch: report

Source: 9to5Mac

For the first time since 2022, Apple posted year‑over‑year growth in Apple Watch shipments in 2025, according to new data from Counterpoint Research. Here are the details.

Apple Watch trends back up

According to the report, Apple saw 8 % year‑over‑year growth in Apple Watch shipments, outpacing the overall market, which saw a 4 % bump.

Apple’s growth was behind Huawei’s 30 %, Xiaomi’s 18 %, and Imoo’s 9 %. The report notes that “China emerged as the fastest growing market, supported by strong performances from domestic brands such as Huawei, Xiaomi, and Imoo.”

Analyst commentary

Senior Research Analyst Anshika Jain said:

“Apple witnessed its first YoY shipment growth since 2022. This growth was driven by a complete refresh of its portfolio with the introduction of the Series 11, Ultra 3, and SE 3. With these launches, Apple offered products that catered to a wide consumer base, ranging from the more affordable Watch SE 3 to the ultra‑premium Watch Ultra 3.”

She added that the introduction of features such as 5G Redcap support, hypertension notification, and satellite connectivity in the Watch Ultra 3 helped drive upgrades from consumers “who had been delaying their purchases in anticipation of a substantially improved smartwatch.” The report also notes that “shipments of smartwatches supporting cellular connectivity increased by 6 % YoY,” reinforcing her point.

Overall, the average selling price of smartwatches climbed 5 % in 2025 compared with 2024, continuing what Jain referred to as the segment’s “premiumization trajectory.” Devices priced at $200 or less saw a 9 % drop.

Global shipment market share

Comparing 2025 with 2024:

• Apple gained 1 percentage point to reach 23 %, extending its lead among the top five brands.
• Huawei increased by 4 points to 17 %.
• Xiaomi rose 1 point to 9 %.
• Samsung declined 2 points to 7 %, tying with Imoo, which gained 1 point YoY.

To read Counterpoint Research’s full report, follow this link.