Apple Watch Shipments Soar Amidst Market Growth in Q1 2026
Apple Watch shipments experienced a significant 21% increase in the first quarter of 2026, outpacing the overall smartwatch market's 4% growth. This surge captured a 23% global market share, driven by health upgrades and the SE 3 model. Other brands saw mixed results, with Huawei growing and Samsung declining.
Key points
- Apple Watch shipments grew 21% in Q1 2026, contributing to a 4% global smartwatch market increase.
- Apple secured a 23% market share, with North America, China, and Europe showing strong growth.
- Health upgrades and the affordable SE 3 model were cited as drivers for Apple's shipment surge.
- Huawei saw 12% growth and a 17% share, while Samsung's shipments dropped 28%.
- The average smartwatch selling price rose 6% due to advanced features and demand in emerging markets.
Global smartwatch shipments saw a 4% year-on-year increase in the first quarter of 2026, but Apple's Watch shipments dramatically outpaced this growth, surging by 21%. This performance boosted Apple's market share to 23% for the period, according to a report by Counterpoint Research.
The report highlights that meaningful health upgrades and the introduction of the more affordable SE 3 model were key factors attracting new customers to Apple's smartwatch line. Geographically, North America accounted for over half of Apple's total shipments, with China and Europe also registering the fastest growth for the brand.
In contrast to Apple's success, other major players experienced varied outcomes. Huawei maintained its second position with a 12% shipment increase and a 17% market share. However, Samsung saw a significant 28% decline in shipments, resulting in a two-percentage-point decrease in its market share. Xiaomi and Imoo showed modest growth but held steady in market share.
Further analysis from Counterpoint Research indicated a 6% rise in the average selling price of smartwatches during Q1 2026. This increase is attributed to the incorporation of improved sensors, advanced health monitoring capabilities, AI features, and a growing demand for premium devices in emerging markets, including India.
Sources
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