Apple Dominates Smartwatch Market, But Competition Heats Up

The global smartwatch market is experiencing a shift, defying initial predictions of continued decline. Despite rising component costs and underwhelming product upgrades over the past six months, a new report from Omdia reveals a more dynamic landscape, largely thanks to the sustained popularity of affordable activity trackers.

Apple’s Commanding Lead

Apple continues to hold a dominant position, accounting for 46% of smartwatches shipped worldwide between April and June 2026 – a slight decrease from the 48% share recorded in Q2 2025. This significant lead underscores the Cupertino-based tech giant’s influence in the global smartwatch arena.

Samsung and Garmin Close the Gap

However, the competition is intensifying. Samsung has surged to second place, nearly tying with Garmin, after previously holding the silver medal with 17% market share. Garmin’s share has dipped to 15%, while Samsung’s has risen to 15%, contributing to a notable 6% year-on-year growth in the smartwatch division. Huawei and Xiaomi are also vying for position, battling for the remaining market share.

Affordable Trackers Drive Growth

Interestingly, the rise of ultra-affordable activity trackers – largely retaining their affordability and popularity – is playing a crucial role in the overall market growth. Consumers are increasingly opting for these devices, alongside smartwatches and traditional Samsung smartwatches, indicating a broader acceptance of wearable technology.

Consumer Sentiment

Despite the market’s evolution, consumer preferences remain diverse. While 46% plan to purchase an Apple Watch, a significant portion – including those considering Samsung, Garmin, screenless trackers, and even those with no intention of using wearables – demonstrate a varied approach to the market.