Apple Watch shipments returned to year-over-year growth in 2025, marking the first increase since 2022 and signaling renewed demand across Apple’s smartwatch lineup. The company recorded an 8 percent rise in shipments compared with last year, outperforming the broader smartwatch market, which grew 4 percent during the same period.
The rebound reflects stronger upgrade cycles and wider product appeal across price segments, especially after Apple refreshed its portfolio with new models aimed at both entry-level buyers and premium users.
According to Counterpoint Research, Apple’s gains still trailed some Chinese competitors, as Huawei posted 30 percent growth, Xiaomi 18 percent, and Imoo 9 percent. The report added that China became the fastest-growing market, driven by strong domestic brand performance.
New lineup drives upgrades
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 also noted:
“5G Redcap support, hypertension notification, and satellite connectivity in the Watch Ultra 3” helped drive upgrades from buyers “who had been delaying their purchases in anticipation of a substantially improved smartwatch.”
Cellular smartwatch shipments increased 6 percent year over year, reinforcing the demand for connected devices.
Market share and pricing trends
Apple’s global market share rose by one percentage point to 23 percent in 2025, extending its lead among the top five brands. Huawei increased four points to reach 17 percent, while Xiaomi climbed to 9 percent. Samsung fell to 7 percent, tying with Imoo.
At the same time, the average selling price of smartwatches increased 5 percent, reflecting what the report described as a “premiumization trajectory,” while devices priced at $200 or less declined 9 percent.
