• Apple’s smartwatch shipments declined 19% in 2024, the second consecutive year of decline.
• The lack of a new SE model weighed most on shipment growth.
• Fewer upgrades to the latest Watch Series 10, more competition, lack of a new Ultra and legal issues also impacted the growth.
• We could see shipment volumes turn positive this year on the successful release of a redesigned SE along with the upgraded Watch Ultra 3.

Apple’s smartwatch shipments declined 19% YoY 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. 2024 was the second consecutive year to witness a YoY shipment decline. In the advanced smartwatch segment, Apple’s market share decreased by 8 percentage points YoY in 2024. Q4 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.

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 Q4 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, Q3 2024 was the first time Apple witnessed a YoY shipment decline in a quarter in which a new smartwatch series was also launched.

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. 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.

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