Apple Watch Captures Nearly 25% of Global Smartwatch Market in 2025
In 2025, Apple Watch shipments experienced an 8% year-over-year increase, marking the first growth since 2022. This surge outpaced the overall smartwatch market, which saw a 4% rise during the same period. The uptick is attributed to stronger upgrade cycles and a broader product appeal across various price segments, following Apple’s introduction of new models targeting both entry-level and premium consumers.
New Product Lineup Fuels Consumer Interest
Senior Research Analyst Anshika Jain highlighted that Apple’s growth was driven by a comprehensive refresh of its portfolio, including the Series 11, Ultra 3, and SE 3 models. These launches offered products catering to a wide consumer base, from the more affordable Watch SE 3 to the ultra-premium Watch Ultra 3. Notably, features such as 5G Redcap support, hypertension notifications, and satellite connectivity in the Watch Ultra 3 spurred upgrades among buyers who had been delaying their purchases in anticipation of significantly improved smartwatches.
The demand for connected devices was further evidenced by a 6% year-over-year increase in cellular smartwatch shipments.
Market Share and Pricing Trends
Apple’s global market share rose by one percentage point to 23% in 2025, solidifying its lead among the top five brands. Huawei increased its share by four points to reach 17%, while Xiaomi climbed to 9%. Conversely, Samsung’s share declined to 7%, tying with Imoo.
The average selling price of smartwatches increased by 5%, reflecting a premiumization trajectory. In contrast, devices priced at $200 or less declined by 9%, indicating a shift in consumer preference towards higher-end models.
Competitive Landscape
Despite Apple’s gains, some Chinese competitors experienced more substantial growth. Huawei posted a 30% increase, Xiaomi 18%, and Imoo 9%. China emerged as the fastest-growing market, driven by strong performance from domestic brands.
Conclusion
Apple’s strategic refresh of its smartwatch lineup and the introduction of advanced features have successfully revitalized consumer interest, leading to significant growth in shipments and market share. As the smartwatch market continues to evolve, Apple’s focus on innovation and catering to diverse consumer needs positions it favorably against competitors.
