Apple leads as smartwatch shipments rise 4% in Q1 2026

Key Takeaways

• Global smartwatch shipments grew 4% YoY in Q1 2026, continuing a recovery trend from 2025
• Apple commands 23% global market share with 21% growth, while Samsung dropped 28%
• Average selling prices rose 6%, signaling a consumer shift toward premium wearables

Global smartwatch shipments grew 4% year-over-year in Q1 2026, according to a new Counterpoint Research report. Apple maintained its lead with 23% of the worldwide market, while Samsung suffered a sharp 28% decline. The numbers confirm a broader industry shift: consumers are buying fewer cheap fitness bands and spending more on premium smartwatches with advanced health sensors.

This marks the second consecutive quarter of growth after the industry's rough patch in 2024. The recovery appears driven by two factors: Apple's newer wearable devices and surging demand in China, where shipments jumped 15% compared to last year.

Who gained and who lost market share?

Apple's 21% growth in shipments cemented its top position. North America accounted for more than half of Apple's total shipments, a pattern that reflects the company's strong pricing power in Western markets. At 23% global share, Apple sits comfortably ahead of the pack.

Huawei claimed second place globally, recording a 12% increase in sales. The company's real dominance, though, is in China. Huawei now controls 40% of the domestic Chinese smartwatch market. Xiaomi and Imoo followed in the rankings.

Samsung's 28% drop stands out. The company's Galaxy Watch lineup, once a strong Android alternative to the Apple Watch, appears to be losing ground. Whether this reflects product cycle timing, pricing missteps, or genuine competitive pressure remains unclear from the data.

Why are smartwatch prices climbing?

The global average selling price for smartwatches rose 6% year-over-year in Q1 2026. Counterpoint attributes this to consumers demanding more sophisticated features. Blood oxygen monitoring, ECG capabilities, sleep tracking, and multi-day battery life have moved from premium differentiators to baseline expectations.

Manufacturers have responded by loading their devices with more sensors and better displays. The days of $50 fitness bands dominating shipment volumes appear to be fading. Buyers who want basic step counting now get that from their phones. Those willing to strap something on their wrists want meaningfully more.

China's 15% surge reshapes the global picture

China's smartwatch market grew 15% in Q1 2026, nearly four times the global rate. Huawei's 40% domestic share makes it the runaway leader there. The company has benefited from restricted access to Google services on its phones, which pushed users toward its own wearable ecosystem where that limitation matters less.

Imoo, a brand specializing in kids' smartwatches, took second place in China. Xiaomi followed. Apple's presence in the Chinese market remains limited by both price and the same app ecosystem issues that affect its phones there.

What happened to Samsung?

A 28% decline is severe. Samsung's Galaxy Watch series has historically competed well against Apple on features, often offering better Android integration and competitive health tracking. The Q1 2026 numbers suggest something has shifted.

One possibility is timing. If Samsung is between major product cycles, buyers may be waiting for the next release. Another is that Wear OS, the platform Samsung adopted in 2021, hasn't delivered the app ecosystem Samsung hoped for. The data doesn't say. But a drop this large demands a response from Samsung's wearables division.

What does 'premiumization' mean for buyers?

Higher average selling prices typically mean fewer budget options. If manufacturers focus engineering resources on $300-500 devices, the $100-150 tier gets less attention. For buyers who want a basic smartwatch without paying Apple prices, the options may narrow.

On the other hand, premium features do trickle down. The health sensors that appeared in $500 watches three years ago now show up in $200 models. The question is whether that trickle keeps pace with rising price floors.

Frequently Asked Questions

Which company has the highest smartwatch market share in 2026?

Apple leads with 23% of the global smartwatch market in Q1 2026, followed by Huawei. Apple's shipments grew 21% year-over-year.

Why did Samsung smartwatch sales drop in Q1 2026?

Samsung saw a 28% decline in smartwatch shipments. The exact cause isn't clear, but possible factors include product cycle timing and competition from Apple and Huawei.

How big is Huawei in the Chinese smartwatch market?

Huawei controls 40% of the Chinese smartwatch market, making it the dominant domestic brand. China's overall smartwatch shipments grew 15% year-over-year.

Are smartwatches getting more expensive?

Yes. The global average selling price rose 6% in Q1 2026 as consumers shift toward premium models with better health tracking and sensors.

Is the smartwatch market growing or shrinking?

Growing. Global shipments increased 4% in Q1 2026, continuing a recovery that began in 2025 after a difficult 2024.

Source: GSMArena.com / Ro