Apple staged a comeback in the smartwatch market in 2025, achieving growth. According to recent data from Counterpoint Research, nearly one in four smartwatches sold worldwide was an Apple Watch. This maintains Apple's position as the leading brand in this segment and marks the first year-over-year shipment growth since 2022. These figures not only demonstrate a turnaround for Apple but also a clear shift in the overall market towards higher-priced models and stronger cellular integration.
The global smartwatch market experienced moderate growth in 2025. Overall, shipments increased by 4 percent. Apple significantly exceeded this figure, growing by 8 percent compared to the previous year.
At the same time, China became the fastest-growing market. Domestic manufacturers such as Huawei, Xiaomi, and Imoo particularly benefited from strong demand there. Despite this increasing competition, Apple was able to further consolidate its global position.
Apple records 8 percent year-over-year growth
According to Counterpoint Research, Apple Watch shipments increased by 8 percent in 2025 compared to 2024. This is the first year-over-year growth since 2022.
The overall market grew by only 4 percent during the same period. Apple thus performed better than the market average. However, its growth lagged behind some competitors.
- Huawei saw an increase of 30 percent.
- Xiaomi grew by 18 percent.
- Imoo's share price increased by 9 percent.
The report emphasizes that China, in particular, experienced strong market expansion. This growth was largely driven by the aforementioned Chinese brands.
Portfolio renewal as a key growth driver
Lead research analyst Anshika Jain attributes Apple's growth to a comprehensive renewal of its product portfolio. In 2025, Apple launched three new models:
- Apple Watch Series 11
- Apple Watch Ultra 3
- Apple Watch SE 3
With this product strategy, Apple covered different price segments. The Apple Watch SE 3 was positioned in the more affordable segment, while the Apple Watch Ultra 3 served the ultra-premium segment.
According to Jain, Apple thus appealed to a broad consumer base. The introduction of new features also provided an upgrade incentive for customers who had previously postponed their purchase decision.
New features drive upgrade demand
The Apple Watch Ultra 3 in particular received technical innovations that, according to the report, played an important role:
- 5G RedCap support
- High blood pressure notification
- Satellite connectivity
These features represented a significant advancement and motivated consumers who had been waiting for a substantial improvement to make a purchase.
Correspondingly, shipments of smartwatches with mobile connectivity increased by 6 percent year-on-year. This underscores the trend towards more connected and independently usable devices.
Premiumization continues
Another important point in the report is the so-called premiumization trend. The average selling price of smartwatches rose by 5 percent in 2025 compared to 2024. At the same time, devices priced at $200 or less declined by 9 percent.
The market is clearly moving towards higher-end models with expanded features. This development particularly benefits providers with a strong presence in the premium segment, including Apple.
Market shares 2025 at a glance
Apple was able to further increase its global market share of smartwatch shipments in 2025:
- Apple gained 1 percentage point, reaching a market share of 23 percent.
- Huawei's share price increased by 4 points to 17 percent.
- Xiaomi gained 1 point to reach 9 percent.
- Samsung lost 2 points and fell back to 7 percent.
- Imoo gained 1 point and also reached 7 percent.
With a market share of 23 percent, Apple remains the clear market leader and further extends its lead over the other top 5 brands.
Apple Watch will clearly take the lead in 2025
The figures from Counterpoint Research paint a clear picture for 2025: Apple is back on a growth trajectory in the smartwatch market. An 8 percent increase in shipments, a complete portfolio renewal with the Series 11, Ultra 3, and SE 3, as well as new features such as 5G RedCap, hypertension alerts, and satellite connectivity have been key contributors to this success.
At the same time, the market continues to shift towards premium products. The average selling price is rising, while cheaper models are losing market share.
Despite strong growth from Huawei, Xiaomi, and Imoo, particularly in China, Apple remains the leading brand in the global smartwatch segment with a 23 percent market share. (Image: Shutterstock / Just dance)
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