Apple Watch shipments jumped 21% in the first quarter of 2026, lifting the device to a 23% share of worldwide smartwatch sales, Counterpoint Research reported. The overall market expanded only 4% year‑over‑year, leaving Apple comfortably ahead of rivals. Huawei posted a 12% rise to 17% share, Xiaomi grew 9% and Imoo edged 2%, while Samsung’s volumes fell 28%.

North America supplied more than half of Apple’s shipments, with China and Europe delivering the fastest growth, Counterpoint’s principal analyst Anshika Jain noted. The surge aligns with the rollout of health‑focused upgrades and the budget‑friendly SE 3, which attracted first‑time buyers. Average smartwatch selling price rose 6% as richer sensors and AI features drove demand in markets like India, across premium models.

With smartwatch bill‑of‑materials costs remaining modest, rising memory prices that strain smartphones have little effect on wearables. Apple’s strong showing squeezes rivals that struggled to match its health sensor suite and price‑point strategy. Emerging markets such as India are driving premium‑tier demand, reinforcing Apple’s pricing power. The data confirms the brand’s ability to translate new features into tangible market share gains.