Apple Watch shipments declined 19% year-over-year in 2024
Apple’s smartwatch shipments declined 19% year-over-year in 2024, according to Counterpoint’s Global Smartwatch Shipment Tracker, Q4 2024.
The brand witnessed declines in all regions except India. However, its global decline was mainly driven by the significant decline in the North American market, which contributes more than half of Apple’s smartwatch shipments, notes Counterpoint. 2024 was the second consecutive year to witness a year-over-year shipment decline, added the research group.
In the advanced smartwatch segment, Apple’s market share decreased by 8 percentage points year-over-year in 2024. Quarter four of 2024 was the fifth consecutive quarter to see a decline in Apple’s smartwatch shipments even as all the other major competitors offering advanced smartwatches witnessed growth, according to Counterpoint.
In addition to the decline in North America, the overall decline in 2024 was also pushed by fewer substantial upgrades in Apple’s latest Watch Series 10. Also, the Watch Ultra 3 and Watch SE were not there in the latest releases. The Watch Ultra 3, being the most premium Apple model, usually holds over 10% shipment share, which went down to under 8% in the fourth quarter of 2024.
The Watch SE is a cheaper option among Apple smartwatches and constitutes most of its shipments in the post-launch period. As a result, the third quarter of 2024 was the first time Apple witnessed a YoY shipment decline in a quarter in which a new smartwatch series was also launched, according to Counterpoint.
The last Watch SE iteration was released in Q3 2022. Apple is also experimenting with the Watch SE design, changing from an aluminum base to plastic, and this led to a delay in the release of a new Watch SE model.
“To make a comeback in 2025 and retain its market share, Apple needs to focus on a few things, including the introduction of new features, launch of Watch SE and Watch Ultra models, and possible design upgrades,” according to Counterpoint.
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