Global wearable shipments exceeded 200 million units in 2025, rising 6% year over year. Xiaomi regained the top spot with 18% market share, followed closely by Apple (17%) and Huawei (16%), with Samsung (9%) and Garmin (5%) completing the top five. Competition is tightening, with less than one percentage point separating the top three.
The market is shifting from hardware-driven competition to ecosystem-led strategies. Xiaomi’s growth comes from its multi-category lineup and ecosystem integration, while Apple maintains a premium position with advanced health features. Huawei continues to strengthen its mainstream portfolio and expand into professional sports and medical-grade health.
AI and subscription services are becoming core revenue drivers, turning wearables into platforms for continuous health monitoring, coaching, and data services. As hardware margins tighten, recurring subscription revenue is increasingly important for profitability.
Looking ahead to 2026, Omdia expects modest growth, driven by on-device AI and demand for advanced health tracking. Smartwatches will lead the market, with breakthroughs in areas like blood pressure and glucose monitoring expected to drive the next upgrade cycle, while ecosystem integration and AI capabilities become the key competitive differentiators.
Source: Omdia
