As per SAG’s wearable 360 service, Apple smartwatch shipments grew 9% YoY in Q1 2026. The growth is driven by Apple refreshing its portfolio. In H2 2025 Apple launched Series 11 watches, Watch Ultra 3, and the relatively affordable Watch SE (3rd generation). The Watch SE was refreshed after 2022, which added volumes. However, in terms of revenue, Apple watch revenue grew lesser at 6% YoY. This is driven by a 3% decline in ASP. The decline is ASP is due to a higher mix of relatively affordable Watch SE models.
Model Level Overview
Model-wise, Apple Watch Series SE 3rg Gen (non-cellular) led the chart for the quarter. It accounted for 28% of total shipments. This was followed by Watch series 11 (non-cellular) at 25%. Apart from these, series 10 continued to be sell in majorly emerging markets. Series 9 has phased out. Ultra added value but the volume remained lesser.
Exhibit 1: Top 3 Apple Watch Models in Q1 2026
Cellularity Overview
Non-cellular variants accounted for 67% of shipments, while cellular models remained at 33%. This is driven by the fact that most Apple Watch users are iPhone owners, so iPhone–Watch connectivity works for the majority of them and they might find buying a cellular version as just an added expense.
Exhibit 2: Apple Watch Models by Cellularity Q1 2026
Regional Overview
Regionally, developed markets like North America, China and Western Europe drove the growth of Apple Watch Series 11. The SE series was driven by emerging markets like India, Brazil, etc. SAG estimated USA and China remain the top two largest countries for Apple watch this quarter. These two markets combined made up 75%+ Apple watch global volume share in Q1 2026.
We have published a detailed report on the same which can be accessed here by clients.