Apple Watch sales nosedived in 2024 as rivals surged

• News

Despite the launch of the redesigned Apple Watch Series 10, Apple’s wearable sales declined by a whopping 19% in 2024. The overall smartwatch shipments also fell by 7% in the year.

Although sales declined, Apple remained the top player in the smartwatch market in 2024, beating Samsung and Xiaomi.

Apple Watch sales fell big time in 2024

Apple has done well in retaining its number one spot in the smartwatch space over the years despite tough competition. However, its market share has seen a steady decline in recent times. In 2023, the Apple Watch accounted for 25% of global smartphone shipments, which fell to 22% in 2024, claims Counterpoint.

Overall, Apple’s YoY Apple Watch sales fell by 19%. This is despite the company giving the Apple Watch its biggest redesign since launch, with the Apple Watch Series 10 packing a slimmer design and bigger display. Yet, this was not enough to boost Apple’s smartwatch sales.

“The biggest driver of the decline was North America, where the absence of the Ultra 3 and minimal feature upgrades in the S10 lineup led consumers to hold back purchases. Additionally, patent disputes limited shipments in the first half of the year. The slowdown of the existing Apple Watch SE lineup and the lack of new SE models also contributed to the decline,” said Counterpoint’s Senior Research Analyst, Anshika Jain.

Huawei and Xiaomi benefited most from declining Apple Watch sales

Huawei capitalized on Apple’s loss and saw its shipments rise by 35%. Samsung’s smartwatch shipments increased by 3%, led by the launch of the Galaxy Watch 7, including the $199 Galaxy Watch FE, and Galaxy Watch Ultra.

However, the biggest winner of the year was Xiaomi, whose smartwatch shipments surged by an impressive 135%. This also helped it break into the top five for the first time.

In 2024, smartwatch shipments in China outpaced those in India and North America for the first time, marking a significant shift in the market.

For 2025, Counterpoint expects smartwatch sales to increase by a single-digit percentage.