Apple Watch Shipments Surge 23% in Q3 2025, Ending 7-Quarter Slump [Report]

Global smartwatch shipments are forecast to climb 7 percent in 2025, swinging back to growth after a slump last year. New data from Counterpoint Research shows Apple played a major role in the recovery, posting a 23 percent jump in third-quarter shipments to snap a losing streak that lasted seven quarters.



Much of that momentum comes from a refreshed lineup that hit both the entry-level and high-end markets simultaneously. Senior research analyst Anshika Jain attributes the rebound to the arrival of the budget-friendly Apple Watch SE 3 alongside the rugged Apple Watch Ultra 3. ""This rebound was largely due to the highly anticipated introduction of the more affordable Watch SE 3 and the ultra-premium Watch Ultra 3 models, which have broadened Apple's appeal to consumers across various price tiers,"" Jain said.


The analyst noted that new capabilities also helped drive upgrades, specifically the addition of 5G support, satellite connectivity, and health tools like hypertension notifications. Consequently, Apple is now projected to see annual shipments rise 12 percent for the year.

While Apple led the recovery in the west, the Chinese market was the primary engine for global growth. China captured an estimated 31 percent of total shipments, fueled by government subsidies and strong domestic demand for brands like Huawei and Xiaomi. "China has emerged as the global smartwatch market's key growth driver," Jain noted, pointing out that three of the top five brands now originate from the country.

The wider industry is leaning hard into feature upgrades to keep sales moving. Associate Director David Naranjo highlighted a "wave of feature-led innovation" that includes AI integration and the first uses of MicroLED displays. "Even lower-priced models are now offering AI-driven experiences and improved health sensors to re-engage users who had previously moved away from basic smartwatches," Naranjo said.

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