Xiaomi Tops Wearables Market as Apple Slips to Second in Q1 2025 [Chart]

Xiaomi has surpassed Apple to claim the top spot in the global wearable band market for the first quarter of 2025. The overall market grew 13% year-over-year, reaching 46.6 million units shipped, a recovery attributed to resurgent demand and a comparatively low base in the same period last year, according to new research from Canalys, now part of Omdia.

Apple "claimed second place with a robust but conservative Q1 that increased Apple Watch shipments by 5% to 7.6 million units," Canalys reported. This is a notable turnaround from the 19% decline in Apple Watch shipments reported for the full year 2024, a period impacted by the lack of a new Watch SE or Ultra model. The research firm noted, "With 2025 marking the Apple Watch's tenth anniversary, Apple is expected to regain momentum in the second half of the year with a big portfolio update, leaning on its mature and tightly integrated health-focused ecosystem." An update to the Apple Watch SE has been rumored, though its design direction remains uncertain.




Regarding Xiaomi's performance, Jack Leathem, Analyst at Canalys, stated, "Xiaomi shipped the most wearable bands for the first time since Q2 2021, driven by a broad portfolio and improved integration through HyperOS." He added that Xiaomi "has upgraded its Mi Band and Redmi Watch series with refreshed designs and advanced data capabilities, bringing comprehensive features down the price segments, boosting its value proposition. Its growth has also been supported by effective multi-category coordination and competitive pricing, particularly in emerging economies." Huawei defended its third-place position with 7.1 million units shipped, while Samsung's strong 74% growth to 4.9 million units was attributed to its dual-track strategy. Garmin came fifth, growing its shipments 10% to 1.8 million units.

The report also highlighted a broader market evolution. "With hardware profitability under strain, the wearables market is shifting from being hardware-led to ecosystem-driven," said Cynthia Chen, Research Manager at Canalys. "Vendors are accelerating platform and service development to boost recurring revenue and user retention." Chen also pointed to consumer priorities, noting, "In a recent consumer study conducted by Canalys (now part of Omdia) in Europe, respondents highlighted price, battery life and health tracking as the top three most important features when buying wearables." She added, "Many new features are difficult for consumers to evaluate, making it hard to differentiate brands and leaving many to default to selecting devices based on price and core functionality. But once market education improves and hardware penetration reaches a certain level, software and ecosystem integration can deliver greater added value, at which point vendors can demonstrate their advantages."

More details in the full report linked below...

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