The global market for wrist-worn devices expanded in the second quarter of 2025, but Apple found itself squeezed between two fast-rising rivals. According to new data from IDC, Xiaomi widened its lead over the Apple Watch, while Huawei maintained its top position.
As per the report, Huawei held on to the number one spot, shipping 9.9 million devices and claiming just over 20% market share. Xiaomi followed closely with 9.5 million units shipped, lifting its share to 19.3%. Apple, meanwhile, shipped 7.4 million Apple Watches, giving it 15% of the market.
The ranking itself remained unchanged from a year ago, but Xiaomi has sharply pulled ahead of Apple and is now within striking distance of Huawei. The Chinese company posted the fastest growth in the segment, up 61% year-on-year. Apple also delivered healthy growth of 28.8%, while the overall wearables market rose 12.3% to 49.2 million units shipped.
Samsung, however, had a difficult quarter. Its shipments slipped 2.1% compared with last year, making it the only company among the top five to record negative growth. Its global share edged down to 3.2% from 3.3%, according to the IDC report.
For Apple, the second quarter typically brings slower sales since the company times new Apple Watch launches for later in the year. With fresh models expected in the third and fourth quarters, analysts anticipate stronger numbers in upcoming IDC reports.
While Apple remains a solid number three, the data highlights a shifting landscape. Xiaomi’s momentum is reshaping the market hierarchy, Huawei continues to defend its lead, and Samsung is struggling to keep pace in a sector that remains one of the most competitive corners of consumer tech.
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