For the first time since 2022, Apple reported a year-over-year increase in Apple Watch shipments in 2025, according to new data from Counterpoint Research. Here are the details:
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According to the report, Apple’s Apple Watch shipments increased 8% year over year, outpacing the overall market’s 4% increase.
On the other hand, Apple’s growth rate was lower than Huawei’s 30%, Xiaomi’s 18%, and Imoo’s 9%. “China has emerged as the fastest growing market, supported by the strong performance of domestic brands such as Huawei, Xiaomi and Yimu,” the report said.
Regarding Apple’s performance in particular, senior research analyst Anshika Jain said:
“Apple posted year-over-year shipment growth for the first time since 2022. This growth was driven by a complete portfolio refresh with the introduction of Series 11, Ultra 3, and SE 3. With these launches, Apple has products that cater to a wide range of consumers, from the more affordable Watch SE 3 to the ultra-luxury Watch Ultra 3.”
She added that the introduction of features such as “Watch Ultra 3’s 5G Redcap support, high blood pressure notifications, and satellite connectivity” has encouraged upgrades by consumers who “had put off purchasing in anticipation of a significantly improved smartwatch.” The report also states that “shipments of smartwatches that support cellular connectivity increased by 6% year-over-year,” reinforcing her point.
Overall, the average selling price of smartwatches is reported to have increased by 5% in 2025 compared to 2024, continuing what Jain called the segment’s “premiumization trajectory.” Meanwhile, devices priced under $200 fell 9%.
Finally, looking at global shipment market share in 2025 compared to 2024, Apple increased by 1 percentage point to reach 23%, extending its lead among the top five brands. Huawei followed with an increase of 4 points to 17%, followed by Xiaomi with an increase of 1 point to 9%. Samsung fell 2 points to 7%, tied with Imoo, which rose 1 point year-on-year.
Click this link to read the full report from Counterpoint Research.
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