Apple’s cumulative revenues from Apple Watches exceeded the $100-billion mark in Q2 2025, according to Counterpoint Research’s Apple 360 report.
The rise was driven by the constant evolution of industry-leading health features like ECG and Sleep Apnea, along with portfolio diversification in different price segments.
Apple Watches have also been key in strengthening Apple’s ecosystem and customer retention, as the devices are compatible exclusively with iPhones.
However, Apple faces intensifying competition in the segment. The launch of the Series 11, Watch Ultra 3, and possibly SE 3, will help its shipments return to growth in H2 2025.

Seoul, Beijing, Berlin, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – September 8, 2025

Apple’s cumulative revenues from its Apple Watches surpassed $100 billion in Q2 2025, according to Counterpoint Research’s Apple 360 Service. The increase was a result of continuous evolution of the Apple Watches’ health features and health-monitoring use cases, thus expanding its utility. The company also broadened its portfolio, which helped it further increase its market reach, and the seamless integration with iPhones enhanced user experience. Apple has created a new category within the premium watch market, challenging the luxury analog watch segment.

Apple has introduced industry leading innovation and health-focused features such as FDA-approved ECG in the Series 4, UWB chip in the Series 6, and FDA-approved sleep apnea detection in the Series 10.

Apple has also diversified its portfolio over time with the affordable Watch SE suited to more price-conscious consumers and the high-end Watch Ultra. The Watch SE has been particularly effective in attracting new users in price-sensitive emerging markets. Apple Watch has also been key in strengthening Apple’s ecosystem and customer retention, as the watch’s compatibility is exclusive to iPhones.

Apple Watch Cumulative Revenue with Key Feature Highlights, 2015-2025F

Source: Counterpoint Research, Apple 360 Service Revenue values in USD

However, Apple faces intensifying competition as competitors improve hardware designs, enhance sensor accuracy for health monitoring, and secure regulatory approvals for new health conditions like Blood Pressure Monitoring in the Huawei Watch D2. Niche competitors like Garmin, with high-end sports-focused smartwatches for activities such as running, golf, and diving are also growing. Meanwhile, Imoo dominates the growing global kids’ smartwatch market. There is also a new emerging category of non-display fitness bands that can challenge the health features in smart watches. This competitive landscape, combined with intermittent launches of the SE and Ultra, rising replacement cycles, and lack of significant hardware updates, has led to Apple registering seven consecutive quarters of YoY declines as of Q2 2025. Additionally, geographical challenges persist, particularly in China – the world’s largest smartwatch market – where Huawei has ascended to become the No.1 brand in Q2 2025.

However, Apple’s watch segment is expected to return to growth in 2025 with the slated launch of the 10^th anniversary-edition Watch Series 11, Watch Ultra 3, and possibly a Watch SE 3. They could pack newer features like satellite messaging, blood pressure monitoring, and Apple Intelligence integration with WatchOS 12.

The combination of an expanded product portfolio and newer features is expected to help Apple reverse its market decline by attracting new customers and encouraging upgrades among existing users.

About Counterpoint Research

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.

Seoul, Beijing, Berlin, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – September 8, 2025

Apple Watch Cumulative Revenue with Key Feature Highlights, 2015-2025F

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Apple Surpasses $100 Billion in Cumulative Revenues From Apple Watches as of Q2 2025

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