IDC’s latest report on global wrist-worn device shipments for Q2 2025 shows a mixed performance for Apple. While Apple Watch shipments grew strongly year-over-year, the company still lags behind Huawei and Xiaomi in overall unit sales.
According to a new IDC report shared by 9to5Mac, Apple shipped 7.4 million Apple Watch units in the quarter, up from 5.7 million during the same period last year. This represents a 28.8% growth, but Xiaomi widened its lead with 9.5 million units shipped, marking a massive 61% increase compared to last year. Huawei remained on top with 9.9 million units shipped.
In terms of market share, Huawei held first place with 20.3%, followed by Xiaomi at 13.5%, and Apple close behind at 13.1%. The global market for wrist-worn devices grew 12.3% overall, with 49.2 million shipments recorded for the quarter. Samsung was the only top-five company to see a decline, shipping fewer units year-over-year and losing share.
Apple’s performance in Q2 reflects its usual seasonal pattern. Since major Apple Watch models typically launch later in the year, the second quarter often shows softer results compared to Q4, which benefits from holiday sales. Apple’s strategy is heavily tied to its annual upgrade cycle, with September events bringing new models that drive demand through the end of the year. This means that while Q2 growth is notable, Apple’s competitive strength tends to appear more clearly in the back half of the year.
Xiaomi’s sharp growth illustrates the importance of pricing and regional strategy. The company’s wearables are priced more affordably than Apple’s, and it continues to build momentum in emerging markets such as India, Southeast Asia, and parts of Europe. By focusing on lower-cost models with strong fitness-tracking features, Xiaomi has managed to attract a wider audience and increase shipment volume at a faster rate than premium-focused competitors.
Huawei, meanwhile, continues to hold the global lead despite facing significant challenges in Western markets due to trade restrictions. Its strength lies in China, where it benefits from strong brand loyalty, government support, and an expanding ecosystem of connected devices. Maintaining nearly 10 million shipments in a single quarter underscores its resilience, even in a highly competitive segment.
Looking ahead, Apple is expected to post stronger numbers in the next IDC reports with the launch of Apple Watch Series 11, Apple Watch SE 3, and Apple Watch Ultra 3. These new models, revealed alongside the iPhone 17 lineup, bring updates such as enhanced health monitoring and improved connectivity, which should boost Apple’s appeal against lower-cost competitors. Historically, Q3 and Q4 have been Apple’s strongest periods for wearables, and early demand indicators suggest that this trend will continue into 2025’s holiday quarter.
For context, during Q2 2024, Apple shipped 5.7 million units, Xiaomi 5.9 million, and Huawei 8.9 million. The latest results highlight how Xiaomi has quickly widened its lead over Apple while Huawei has managed to maintain its top position despite intensifying competition. With Apple set to refresh its lineup heading into the holiday season, the coming quarters will reveal whether the company can close the gap with its Chinese rivals.
