The Apple Watch still leads the smartwatch market by a wide margin: Apple models accounted for 22% of shipments last year, according to Counterpoint. But the Apple company is experiencing a sharp 19% drop in shipments, which means it is losing 3 points of market share compared to 2023. A sad 10th anniversary for the Apple Watch!
Innovation failure
The Series 10 has certainly brought a breath of fresh air to the design of the Apple Watch by increasing the diagonal of the screen and reducing the thickness. But the absence of new sensors, a 3rd generation of Apple Watch Ultra and new models of Apple Watch SE have cooled buyers, analysts report. Not to mention the incredible (temporary) withdrawal of sales suffered by Apple Watches in the United States at the beginning of last year...
In second place, Huawei watches have on the contrary recorded a 35% growth in shipments, increasing the Chinese giant's global market share from 9% to 13%. Samsung is third with a more modest increase in shipments of 3% (and 9% of the market). Xiaomi signs the performance of the year, increasing to 8% of the market - 5 points better - and a growth in shipments of 135%!
But there you have it, when Apple coughs, the whole sector catches a cold. Shipments fell by 7% compared to 2023, a first in this market. In addition to the poor year of the Apple Watch, Indian consumers have shunned due to weak innovation and the user experience deemed unsatisfactory among first-time watch buyers.
And for 2025? The situation should improve with the return of growth in deliveries, but in single digits. Counterpoint believes that the contribution of AI functions should help renew the interest of buyers.
Source: Counterpoint
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