Apple has quietly hit yet another milestone that most companies can only dream of: its Apple Watches have now generated over $100 billion in cumulative revenue since the first model launched back in 2015. The record was crossed in Q2 2025, according to Counterpoint Research’s latest Apple 360 Service report. And the timing couldn’t be better. Apple is set to take the stage later today for its annual iPhone event where a fresh lineup of Apple Watches is expected.
From humble beginnings as “just another accessory” for the iPhone, the Apple Watch has matured into a must-have health companion. Remember when the big new feature was simply heart-rate tracking? Fast forward to today and we’re talking FDA-approved ECG readings, crash detection, and even sleep apnea monitoring in the current Watch Series 10. Along the way, Apple carved out an entirely new premium smartwatch category, going toe-to-toe with the luxury analog watch market, while making Garmin sweat in the sports watch lane and leaving Huawei and Samsung chasing in the broader wearables race.
But it hasn’t all been smooth sailing. Apple has faced seven straight quarters of year-on-year shipment declines leading into 2025. Competitors like Huawei are flexing regulatory wins with blood pressure monitoring, Garmin dominates among hardcore athletes, and even kids’ watches from Imoo are gaining traction. On top of that, longer replacement cycles and only occasional SE/Ultra refreshes have meant some Apple fans have sat out upgrades.
Still, no brand has cracked Apple’s formula of health features + seamless iPhone integration + “ecosystem stickiness.” Once you’re in, you’re in, and that’s helped Apple retain its crown as the world’s biggest smartwatch brand, comfortably ahead of Huawei, Xiaomi, and Samsung.
All eyes are on today’s Apple event. Rumors suggest we’ll see Watch Series 11, a new Watch Ultra 3, and possibly a refreshed Watch SE 3. Think of them as Apple’s way of reigniting growth after that $100B milestone. Expected upgrades include satellite messaging, blood pressure monitoring, and full Apple Intelligence integration with watchOS 26. Yes, the same Apple Intelligence announced at WWDC 2025 that’s about to live inside your wrist.
And let’s not forget: this comes just after Counterpoint crowned Apple the top premium smartphone seller globally, with a whopping 62% share of all phones priced over $600 in H1 2025. Pair that dominance with a rejuvenated Apple Watch lineup, and you can see the bigger picture: Apple isn’t just selling devices, it’s selling a lifestyle wrapped in health, luxury, and AI smarts.
If history is any guide, today’s announcements will only add fuel to the fire. Apple Watch revenue is already projected to climb even higher by the end of 2025, and Apple clearly wants to keep the momentum going. After all, in Cupertino’s playbook, a watch is never just a watch. It’s another way to keep you firmly in the ecosystem.
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