Apple Watch shipments jump 21% in Q1 2026, securing 23% market share

Apple Watch shipments increased 21% year‑on‑year in the first quarter of 2026, the fastest growth among the top‑10 smartwatch brands, giving Apple a 23% share of the global market. More than half of Apple’s volume came from North America, while the quickest growth rates were recorded in China and Europe. The surge is attributed to the launch of health‑focused upgrades on the Apple Watch Series 11 and the lower‑priced Apple Watch SE 3, which attracted many new buyers.

Overall smartwatch shipments grew 4% in the same period, and the average selling price rose 6% as manufacturers integrated better sensors, AI features, satellite connectivity and 5G. Huawei held second place with a 17% share and 12% shipment growth, dominating the Chinese market with about 40% local share, helped by government subsidies. Samsung’s shipments fell sharply, down 28% and losing two percentage points of market share, indicating a strategic lag in premium segment offerings. Analysts note that memory component shortages and broader macro‑economic pressures could modestly slow market growth later in 2026, but premium smartwatches are expected to remain resilient.