Apple Watch Revenue Surpasses $100 Billion as Sales Plateau Amid Growing Competition

Apple's Apple Watch has surpassed $100 billion in cumulative revenue as of Q2 2025, marking a significant milestone for the premium smartwatch sector. Originally an optional iPhone accessory, the Watch has evolved into a critical health and connectivity tool, featuring FDA-approved ECG, sleep apnea detection, ultra-wideband technology, and other health-monitoring innovations. Despite this success, Apple has faced seven consecutive quarters of year-on-year shipment declines due to longer replacement cycles, limited hardware updates, and intensifying competition from brands like Huawei, Garmin, and Imoo, especially in key markets such as China where Huawei now leads. Apple's diversified product lineup, including the affordable Watch SE and rugged Watch Ultra, has helped maintain its ecosystem dominance and appeal across different market segments. The upcoming launch of the Apple Watch Series 11, Watch Ultra 3, and possibly Watch SE 3 aims to reinvigorate growth with anticipated features such as satellite messaging, blood pressure monitoring, and enhanced Apple Intelligence. These new models are seen as pivotal for Apple to sustain its leadership amid an increasingly segmented and competitive global smartwatch market.