Bad pass for Apple. According to the latest channel study, Apple no longer dominates connected watches and bracelets, wearables. In general, the sector is fine. In total, 46.6 million aircraft were sold worldwide in the first quarter of 2025, an increase of 13%.
But the Cupertino firm is relegated to the second position. It is Xiaomi who is at the top of sales in the first quarter. In total, Xiaomi delivered 8.7 million units in the first quarter against 7.6 million Apple Watch. The Chinese giant has 19% of the market share, three more points than Apple.
And if the American company registered a first solid quarter, with a 5% growth for Apple Watch deliveries, not enough to compensate Xiaomi, which records a 44% increase compared to last year.
New impulse for Apple in the second half?
With respect to the rest of the classification, Huawei closes the podium, with 15.1% of the market. In total, the company sold 7.1 million units and recorded a growth of 36% of deliveries in a year. For their part, Samsung and Garmin are very late, with 10.6% and 3.9% market share respectively.
Xiaomi is based on more affordable models than its main competitor. An important asset since, according to a channel survey, the price question is the first criterion of consumers to buy a clock. Last March, the manufacturer thus presented a new premium watch model, the Watch S4, as well as its new activity tracker, the Smart Band 9 Pro.
For its part, Apple did not propose real news in Apple Watch, which was content with a simple thinning in its latest models, the series 10 and the Ultra Watch 2. In parallel, the Apple Watch Se, the most affordable connected clock of the company, has not known any new version for almost three years.
However, the American company could recover its first place with the launch of new watches models, which could be announced for the beginning of the school year. “With 2025 marking the tenth anniversary of Apple Watch, Apple should find impulse in the second half of the year with a large portfolio update, based on its Maduro and closely integrated medical care ecosystem,” says Canals.
Source: BFM TV
