Apple Watch 及 AirPods 繼續稱皇，但華為小米極具挑戰力
2025 年第一季，全球智能手錶出貨量按年下跌 2%，已連續第五季錄得下滑。主要原因包括印度市場增長放緩，以及 Apple Watch 出貨量下降。不過，中國市場表現突出，出貨量按年大增 37%，推動中國全球市佔率升至 2020 年底以來新高，當中華為、兒童手錶品牌 Imoo及小米表現最為強勁[1]。
Apple 雖然連續六季錄得按年跌幅，但憑藉龐大 iOS 用戶基礎，仍穩守全球第一。華為及小米則憑本地需求、產品多元化及具競爭力定價，出貨量大幅增長。Samsung 則因舊型號需求減弱，出貨量按年跌 18%。
消費者購買趨勢亦有變化，100-200 美元價位手錶出貨量增長 21%，反映市場對健康及運動功能需求提升；入門級（100 美元以下）則跌 17%。兒童智能手錶亦持續增長，Imoo 於此領域領先，尤其在中國。
2025 年全球 TWS 耳機出貨量預計僅增長 3%，反映市場進入成熟期。經濟不穩、產品創新有限及裝置壽命延長，令整體增長動力減弱。不過真無線耳機已成日常必需品，尤其新興市場對於 50 美元以下型號仍有穩定需求，預計至 2028 年維持溫和增長。
Apple 憑新產品線帶動市場氣氛，預計 AirPods Pro 3 將以健康功能及沉浸式音效為賣點，刺激現有用戶換機。但由於 Pro 系列定價較高，難以推動整體出貨量明顯上升。預期 2027 年標準版 AirPods 及新一代 ANC 型號推出時，才會見到出貨量顯著增長[2]。
小米則憑親民定價及多元渠道，2025 年第一季全球 TWS 市場表現強勁；Samsung 則利用 Galaxy 生態圈及 AI 功能，維持品牌競爭力。
更多內容：
TWS Market Entering Maturity, Poised for Moderate Growth Through 2028
Global Smartwatch Market Shipments Down 2% YoY in Q1 2025; China Maintains Upward Momentum
長期戴耳機會有傷害？用 AirPods Pro 2 反而可能保護聽力
iOS 26 代碼意外確認 AirPods Pro 3 的存在，但又引起一些矛盾？
Apple Watch SE 3 或採用更大螢幕，有望 9 月亮相
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