2024 was an exciting year for Apple in many respects, especially in the smartphone department. However, when it comes to its smartwatch segment, the story wasn’t as bright. According to a new report from Counterpoint Research, Apple’s smartwatch shipments faced a significant decline of 19% in 2024. Despite dominating the market in many other areas, the Apple Watch struggled to maintain its momentum, marking the second consecutive year of shipment decline.
A Closer Look at the Decline
Apple has long been the leader in the smartwatch market, with its Apple Watch setting the standard for wearable tech. Yet, the past two years have been challenging for Cupertino’s smartwatch division. Counterpoint Research’s Global Smartwatch Shipment Tracker revealed a troubling trend: Apple’s smartwatch shipments dropped by 19% in 2024, and this decline was felt across all regions except for India.
In fact, North America, which has traditionally been Apple’s strongest market, saw a particularly sharp drop. This is a region that has historically driven a significant portion of Apple’s growth, making this decline especially concerning. In Q4 2024, Apple recorded its fifth consecutive quarter of falling smartwatch shipments, a worrying statistic for a company that thrives on growth and innovation.
Lack of Innovation Contributes to Falling Shipments
What’s behind the slump? According to Counterpoint Research, one of the key factors contributing to the decline is the lack of a new Apple Watch SE model. The SE variant has historically been a popular choice for those who want the Apple Watch experience without paying a premium for all the high-end features. Without a fresh offering in this category, Apple lost a significant portion of potential customers who might have otherwise upgraded their older models.
Moreover, the Apple Watch Series 10, which was released in 2024, saw minimal upgrades, which failed to generate excitement among existing customers or new buyers. While it offered incremental improvements, such as a better display and minor enhancements in performance, there was little to inspire a rush for the new model. Apple’s competitors, on the other hand, were able to attract customers with more compelling options and significant innovations in their own smartwatch lines.
Apple’s Competitors Are Gaining Ground
While Apple saw a decline in smartwatch shipments, the story was quite different for its competitors. Other companies in the smartwatch market, such as Samsung, Fitbit, and Garmin, have all experienced growth in shipments. This shift in the market shows that consumers are looking beyond Apple’s offerings, seeking new devices that offer more value, features, or better pricing.
The rise of competitors suggests that Apple’s dominant position in the smartwatch market might be under more pressure than ever. As these brands continue to innovate, Apple will need to find ways to differentiate its Apple Watch line and reignite interest in its wearables.
What’s Next for Apple Watch?
Despite the current setbacks, all hope is not lost for Apple’s smartwatch division. Counterpoint’s report suggests that Apple’s upcoming releases may help reverse the declining trend. The next-generation Watch SE, coupled with the updated Watch Ultra 3, could breathe new life into Apple’s smartwatch lineup in 2025. If Apple can make substantial improvements and offer competitive pricing, it may regain its lost ground.
It will be interesting to see how the company responds to the growing competition in the smartwatch space. With increasing pressure from competitors and a possible saturated market, Apple will have to get creative with its next moves to win back consumers and restore its market dominance.
The Road Ahead for Apple Watch
While 2024 didn’t pan out as expected for Apple’s smartwatch segment, the year ahead could bring some exciting changes. The key for Apple will be to focus on innovation, address the current gaps in its smartwatch offerings, and introduce new features that will capture consumer interest. Whether or not the company can successfully rebound and turn the tide remains to be seen.
For now, though, Apple will be closely watching its competitors, while keeping an eye on how the Apple Watch Series 10 and upcoming releases perform in the ever-changing smartwatch market.
