Apple Watch is growing faster than the market Apfelpatient

While the global smartwatch market saw only slight growth at the beginning of the year, the Apple Watch experienced a significant surge. A new market report clearly identifies Apple as the driving force in the segment – with growth that far surpasses the rest of the industry. Health features and an affordable entry-level model are said to have played a key role in this success.

The Apple Watch has been one of the best-selling wearables for years, but the first quarter of 2026 was particularly impressive. According to a recent market analysis, Apple's growth in the smartwatch segment was significantly stronger than its competitors. At the same time, Apple is continuously developing the watch, equipping it with watchOS 27, which includes a new app grid and smarter fitness features. The new figures show that this combination of hardware and software is resonating with consumers.

Significantly faster than the overall market

According to market research firm Counterpoint Research, global smartwatch shipments increased by four percent in the first quarter of 2026 compared to the previous year. Apple significantly exceeded this figure: Apple Watch shipments rose by 21 percent, and its market share climbed to 23 percent. This clearly placed Apple at the top of the segment.

How the competition is doing

Behind Apple, Huawei maintained its second-place position with a 12 percent increase in shipments and a 17 percent market share. Xiaomi increased its shipments by 9 percent, and Imoo by 2 percent – both retained their market share. Samsung, however, came under significant pressure: shipments plummeted by 28 percent, and its market share fell by two percentage points.

Brand	Deliveries (change)	Market share
Apple	+21 %	23 %
Huawei	+12 %	17 %
Xiaomi	+9 %	unchanged
Imoo	+2 %	unchanged
Samsung	-28 %	two points lower

Health features and an affordable model as drivers

Counterpoint analyst Anshika Jain explains the reasons for this growth. According to her, over half of Apple's shipments came from North America, while China and Europe saw the fastest growth for the brand. She cites significant health-related innovations and the relatively affordable entry-level model, the Apple Watch SE 3, which attracted new customers, as key factors. Apple has consistently positioned the watch as a health device for years, offering features such as sleep analysis for menopausal women.

Smartwatches are becoming more expensive on average

Another point from the report concerns the average price: it rose by six percent in the quarter. Counterpoint cites the integration of improved sensors and advanced technology for health monitoring and AI functions as the reasons. Added to this is the growing demand for higher-end models in emerging markets such as India.

Why memory prices have less of an impact on watches

Finally, the report addresses the recent rise in memory prices, which are having an increasingly significant impact on the smartphone market. According to the report, their influence is likely to be considerably less for smartwatches, as the overall material costs of these devices are lower.

Apple extends its lead

The figures mark a noticeable shift at the top of the smartwatch market: Apple is growing, while direct competitor Samsung is suffering significant losses. The fact that health features and an affordable model are cited as growth drivers aligns with the strategy of recent years – and is likely to gain further importance with upcoming models like the Apple Watch Ultra 4. (Image: Shutterstock / Wongsakorn 2468)