Apple reclaimed growth in the smartwatch market in 2025, posting 8% year-over-year shipment gains for the first time since 2022, according to Counterpoint Research. The company's 23% global market share represents a 1 percentage point increase, extending its lead over competitors like Huawei and Xiaomi.

While Apple's growth lagged behind Chinese rivals Huawei (30%), Xiaomi (18%), and Imoo (9%), the company achieved its gains through a complete portfolio refresh. The launch of Series 11, Ultra 3, and SE 3 models catered to different price points, from the affordable SE 3 to the premium Ultra 3. New features like 5G Redcap support, hypertension notifications, and satellite connectivity drove upgrades from consumers who had been waiting for substantial improvements.

The broader smartwatch market grew 4% overall, with China emerging as the fastest-growing region. Premiumization continued as the average selling price climbed 5%, while devices under $200 saw a 9% decline. Cellular-enabled smartwatches increased 6% year over year, reinforcing the trend toward more connected devices.