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Apple has established a solid hold on wearable device unit shipments with ** percent in the fourth quarter of 2025, dominating the market.

Competition

With a strong presence in the health and fitness wearable market, Fitbit had been a leader in the wearable industry since early 2014, when the company held about ** percent of the market share. In 2021, it was acquired by Google. Xiaomi, a Chinese electronics company, gained market share in 2015 and now is the third-biggest wearable vendor in the world, with around **** percent of the market share in the most recent quarter.

Apple as a market leader

In 2024, Apple was the leading wearable vendor, thanks to the successful introduction of the Apple Watch to the smartwatch market. The smartwatch market is a promising segment within the wearable industry, as the global smartwatch shipments increased in the last few years. Yet, Apple faces tough competition from many vendors entering the market, especially from China. In the latest quarter, **** percent of the market was held by many companies categorized as others.