For the first time since 2022, Apple recorded year-over-year growth in Apple Watch shipments in 2025, according to recent data from Counterpoint Research. Here are the specifics.
### Apple Watch Trends Trending Upward
The report indicates that Apple experienced an 8% year-over-year increase in Apple Watch shipments, surpassing the overall market, which saw a 4% rise.
Conversely, Apple’s growth lagged behind Huawei’s 30%, Xiaomi’s 18%, and Imoo’s 9%. The report mentions that “China emerged as the fastest growing market, bolstered by strong performances from domestic brands such as Huawei, Xiaomi, and Imoo.”
Regarding Apple’s performance, Senior Research Analyst Anshika Jain remarked:
> “Apple experienced its initial YoY shipment growth since 2022. This growth was fueled by a comprehensive refresh of its lineup with the launch of the Series 11, Ultra 3, and SE 3. With these introductions, Apple provided options that appealed to a broad consumer audience, ranging from the more budget-friendly Watch SE 3 to the ultra-premium Watch Ultra 3.”
She further stated that the addition of features like “5G Redcap support, hypertension notification, and satellite connectivity in the Watch Ultra 3” contributed to upgrades from consumers “who had postponed their purchases in expectation of a considerably enhanced smartwatch.” The report additionally points out that “shipments of smartwatches supporting cellular connectivity rose by 6% YoY,” reinforcing her observation.
In general, the average selling price of smartwatches reportedly increased by 5% in 2025 compared to 2024, continuing what Jain described as the segment’s “premiumization trajectory.” Meanwhile, devices priced at $200 or lower experienced a 9% decline.
Finally, when examining the global shipment market share in 2025 relative to 2024, Apple gained 1 percentage point to reach 23%, further extending its lead among the top five brands. Huawei followed with a 4-point increase to 17%, while Xiaomi rose 1 point to 9%. Samsung fell 2 points to 7%, tying with Imoo, which gained 1 point year over year.
To view Counterpoint Research’s complete report, follow this link.