KEY HIGHLIGHTS
- Xiaomi shipped 8.7 million wearables in Q1 2025, overtaking Apple for the global lead.
- Global wearable market grew 13% YoY, driven by basic bands in emerging markets.
- Redmi Band 5 and HyperOS ecosystem fueled Xiaomi’s 44% growth.
- Apple Watch shipments rose just 5%, marking a continued two-year decline.
Xiaomi has officially reclaimed the No. 1 spot in the global wearable band market, surpassing Apple in Q1 2025, according to new data from Canalys. The Chinese tech giant shipped 8.7 million units, capturing 19% of global market share, compared to Apple’s 7.6 million units and 16% share.
Wearable Market Sees Double-Digit Growth
Canalys reports that the global wearable band market grew by 13% YoY in Q1 2025, reaching 46.6 million units. The surge is largely credited to demand for basic wearables such as affordable fitness bands and smartwatches popular in emerging markets like India, Southeast Asia, Latin America, and Eastern Europe.
Xiaomi’s Winning Formula
According to Jack Leathem, Canalys analyst, Xiaomi’s success lies in:
- A refreshed Mi Band and Redmi Watch lineup
- Advanced data features at lower price points
- A more unified HyperOS ecosystem connecting wearables, phones, and smart home devices
- Strong multi-category coordination
- Aggressive pricing tailored to emerging economies
Xiaomi’s unit growth hit +44% YoY, driven heavily by the Redmi Band 5 and broader ecosystem plays.
Apple Watch Faces Slower Momentum
While Apple held steady with 7.6 million units shipped (+5%), the Apple Watch’s global share declined to 16%, continuing a two-year slump. Analysts believe the brand’s wearables strategy has gone stale, with limited innovation compared to competitors.
However, with the Apple Watch’s 10th anniversary approaching later this year, a major refresh is expected, potentially reigniting growth in H2 2025.
Related: AirPods Still #1: Apple Leads 2025 Earbuds Market With 18.2M Sales
Global Top 5 Wearable Vendors – Q1 2025
| Rank | Brand | Units Shipped (M) | YoY Growth | Market Share |
|---|---|---|---|---|
| 1 | Xiaomi | 8.7 | +44% | 18.7% |
| 2 | Apple | 7.6 | +5% | 16.3% |
| 3 | Huawei | 7.1 | +36% | 15.1% |
| 4 | Samsung | 4.9 | +74% | 10.6% |
| 5 | Garmin | 1.8 | +10% | 3.9% |
What It Means for the UK, Europe, and Emerging Markets
Xiaomi’s rise underscores a growing demand for affordable yet feature-rich wearables, especially in regions like the UK, where users increasingly seek budget-friendly health tech alternatives. Meanwhile, emerging markets are driving bulk sales due to price-sensitive demographics and broader adoption of fitness tracking.
Apple and Samsung, while still dominant in premium segments, will need to rethink their strategy if they aim to remain competitive globally.
The Big Picture
- Xiaomi leads in value-for-money wearables
- Apple needs to refresh its product line to maintain momentum
- Samsung is climbing fast, especially in basic bands
- The market is clearly shifting toward affordability and integration
Stay tuned as Q2 unfolds, especially with major Apple Watch updates expected later this year.
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