Sales of the Apple Watch rose considerably in the first quarter of 2026, but rivals have driven it down far below the heights it had back in 2021.
It may seem as if the Apple Watch has no real competitors for its functionality, and especially all of its health features. But although it still dominates the market, it's no longer close to the 35.9% it had in Q1 2021.
According to Counterpoint Research, the figure for Q1 2026 is 23%. That does come after all smartwatch sales faced declines in recent years, and it is also a rise on Q1 2025.
Counterpoint's similar report in May 2025 attributed Apple's lower sales to a lack of updates. Apple's failing to release an Apple Watch Ultra 3 in calendar year 2024 was singled out as a key factor.
For this latest report, though, Counterpoint reports that it is the company's latest Apple Watch releases that have seen it gain the greatest increase over its rivals.
"Apple has captured the highest shipment share of 23% and emerged as the strongest performer in Q1 2026," said Counterpoint principal analyst Anshika Jain, "driven by the continued success of its refreshed lineup."
Jain singles out what she calls meaningful health upgrades for the increase, plus how affordable the Apple Watch SE 3 is for new buyers.
The 23% market share for Q1 2026 is actually a 21% increase year over year, and for the same period, Samsung sales dropped 28%.
These figures are all global, but Counterpoint says that North America accounted for over half of Apple's sales. That said, China and Europe recorded the fastest Apple Watch growth, although there are no more specific details about Apple.
Counterpoint does say that overall Chinese smartwatch shipments grew 15% year over year in Q1 2026. Globally, the market grew by 4%.
All the figures can really show is that consumer interest has increased. If it's correct that this is down to new features, Apple should benefit from what's expected to be a significantly redesigned Apple Watch Ultra 4.
