In the first quarter of 2026, Apple Watch shipments experienced a significant 21% year-over-year increase, capturing a 23% share of the global smartwatch market. This growth notably outpaced the overall smartwatch market, which saw a more modest 4% increase during the same period.
Huawei maintained its position as the second-largest smartwatch vendor, with shipments rising by 12% and securing a 17% market share. Xiaomi also reported a 9% growth in shipments, while Imoo saw a 2% increase, keeping their market shares steady. In contrast, Samsung faced a 28% decline in shipments, resulting in a two-percentage-point drop in its market share.
Geographically, North America was a significant contributor, accounting for over half of Apple’s total smartwatch shipments. Additionally, China and Europe emerged as the fastest-growing regions for the brand. The introduction of enhanced health features and the more affordable Apple Watch SE 3 model attracted a broader range of consumers, contributing to the surge in shipments.
The average selling price of smartwatches increased by 6% during this period. This rise is attributed to the integration of advanced sensors and technologies that support health monitoring and AI capabilities. Moreover, there is a growing demand for premium smartwatch models in emerging markets like India.
Unlike the smartphone sector, where rising memory costs have significantly impacted production expenses, the smartwatch market remains relatively insulated from these cost pressures due to the lower bill of materials associated with these devices.
This substantial growth in Apple Watch shipments underscores Apple’s strong position in the wearable technology market. The company’s focus on health-centric features and strategic pricing appears to resonate well with consumers. As the smartwatch market continues to evolve, it will be interesting to observe how competitors respond to Apple’s expanding influence and whether they can introduce innovations that challenge its dominance.
