Samsung's smartwatch shipment share falls as Apple extends lead

Compared to other mobile devices, smartwatches have been less affected by rising memory prices. The smartwatch market remains in good shape and recorded a 4% year-on-year shipment increase in Q1 2026.

Unfortunately, Samsung wasn't a major contributor to that growth. The company's smartwatch shipments declined year-on-year, while Apple and several Chinese brands posted gains.

According to market watchers, Samsung's global smartwatch shipment share fell from 7% in Q1 2025 to 5% in Q1 2026.

Samsung's biggest rival, Apple, captured the largest share of global smartwatch shipments in Q1 2026 at more than 23%, up from 20% a year before.

The market's overall growth was driven largely by Apple, which accounted for more than half of all smartwatch shipments in North America. The company also recorded the fastest growth rates in both China and Europe.

In China, brands such as Huawei, Imoo, and Xiaomi increased shipments as well, aided in part by government-backed subsidy programs.

Looking ahead, market watchers expect the smartwatch segment to feel the effects of memory shortages and broader macroeconomic pressures throughout the rest of 2026.

The average selling price of smartwatches has increased because of the adoption of more advanced features and memory prices. However, the memory impact is not expected to be as severe as in other consumer electronics categories.

Samsung is preparing to launch a new generation of smartwatches this summer. The lineup is expected to include the Galaxy Watch 9, Galaxy Watch 9 Classic, and Galaxy Watch Ultra 2. It remains to be seen how Samsung may attempt to stand out and maintain competitiveness against Apple.