更丰富的产品组合 + 更新的功能，有望帮助 Apple 扭转市场下滑态势，一方面吸引新用户，另一方面促进存量用户的升级换代。 Series 4：获得 FDA 批准的 ECG 心电图； Series 6：UWB 超宽带芯片； Series 10：获得 FDA 批准的睡眠呼吸暂停检测。 然而，随着竞争对手在硬件设计、健康监测传感器精度、以及新健康项目(如华为 Watch D2 的血压监测)合规认证方面的持续提升，竞争愈发激烈。以 Garmin 为代表的细分对手在跑步、高尔夫、潜水等高阶运动手表领域继续增长；同时，小天才(Imoo)主导着不断扩大的全球儿童手表市场；新兴的无屏 健身手环品类也可能对智能手表的健康功能形成挑战。上述竞争态势，加上 SE 与 Ultra 发布节奏间歇性、换机周期拉长以及硬件大升级不足，共同导致 截至 2025 年第二季度，Apple 已出现 连续七个季度同比下滑。此外，地域挑战仍存，尤其是在中国这一全球最大的智能手表市场，华为在 2025 年第二季 度已升至第一。 展望2025年，随着十周年纪念版Watch Series 11、Watch Ultra 3 以及可能推出的 Watch SE ...

Core Insights - The article highlights that Apple Watch's cumulative revenue is projected to exceed $100 billion by Q2 2025, driven by the evolution of health features and product diversification [4][7] - Apple has created a new category in the high-end watch market, challenging traditional mechanical watches, and has segmented its product line to cater to different consumer price sensitivities [4][6] - The competitive landscape is intensifying, with rivals improving hardware design and health monitoring capabilities, leading to a decline in Apple Watch sales over the past seven quarters [6][7] Revenue and Growth Projections - As of Q2 2025, Apple Watch's cumulative revenue is expected to surpass $100 billion, attributed to leading health functionalities and a diversified product lineup [4][7] - The introduction of new models such as Watch Series 11, Watch Ultra 3, and potentially Watch SE 3 is anticipated to drive a recovery in sales growth in the latter half of 2025 [7][8] Competitive Landscape - The competition is becoming more fierce, with companies like Garmin excelling in niche markets such as running and diving, and Huawei leading the smartwatch market in China as of Q2 2025 [6][7] - Emerging categories like screenless fitness bands may pose additional challenges to the health functionalities of smartwatches [6] Product Features and Innovations - Apple continues to lead in innovation with health features such as FDA-approved ECG and sleep apnea detection, but faces challenges from competitors enhancing their health monitoring technologies [6][7] - The integration of Apple Watch with iPhone is crucial for strengthening the Apple ecosystem and retaining users [4][7]