GoKawiilApple Watch shipments grow 14% in Q2 while global smartwatch market shrinks 4%
Counterpoint Research's Q2 2026 report found global smartwatch shipments fell 4% year over year, even as Apple, Huawei and Garmin posted gains. Apple grew 14% to capture a 20.1% share, trailing only Huawei's 21.8% share, with the Watch Series 11 and Watch SE 3 driving over 80% of Apple's volume. Huawei's growth was concentrated in China, which made up about 80% of its shipments.
GoKawiil's interpretation of the reporting above, not reported fact.
Apple outpacing every other top-five brand in growth, including in China where it had struggled in 2025, suggests its refreshed lineup and pricing strategy are resonating in a shrinking category. Meanwhile Xiaomi's steep 38% decline and the broader market contraction show smartwatch demand is consolidating around fewer stronger players rather than expanding overall.
- Global smartwatch shipments fell 4% year over year in Q2 2026 despite gains from top brands.
- Apple grew 14%, its fastest growth among top-five brands, driven by the Watch Series 11 and SE 3.
- Huawei retained the top spot with 21.8% share, powered largely by Chinese demand and subsidies.
Apple Watch Series 10 — If Apple's 14% shipment jump has you curious what everyone's buying, the Apple Watch Series 10 is the mainstream pick driving that growth. It covers the essentials people actually use daily: fitness and workout tracking, heart rate and sleep monitoring, notifications, and tight iPhone integration.
See Apple Watch Series 10 on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: 9to5mac.com — Marcus Mendes, 2026-09-08
Published there as: “Report: Apple Watch shipments rise 14% in Q2 as overall market drops”
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