Apple Watch has been declining globally for two years. New features you need

According to the new Market Intelligence Report, global Apple Watch cargo has declined significantly for two years. The news has been exacerbated as it watched cargo grow at the same time by all competing premium smartwatch brands.

This report suggests that Apple should be responsible for less reasons to upgrade, and that it needs to focus on introducing new features and perhaps changing the design…

The Apple Watch initially burned slower as the company tried to find the right location for the device, but with the front and center of health and fitness, it dominated the smartwatch market.

According to counterpoint data, growth continues into 2021, with shipments rising 27% year-on-year. It ended with zero growth in 2022. Since then, it has fallen 10% in 2023 and nearly doubled in 2024, another 19% decline.

The company says the decline has been around the world, but it is the most notable in the US.

According to CounterPoint’s global smartwatch cargo tracker, the fourth quarter of 2024, Apple’s SmartWatch shipments fell 19% year-on-year in 2024. The brand has witnessed a decline in all regions except India. However, that global decline is driven primarily by a massive decline in the North American market, contributing more than half of Apple’s smartwatch shipments. 2024 was the second consecutive year that we witnessed a decline in school enrolment.

In the Advanced SmartWatch segment, Apple’s market share fell by 8 percentage points in 2024 from the previous year. Q4 2024 was the fifth quarter to see a decline in Apple’s smartwatch shipments, even as all other major competitors offering advanced smartwatches witnessed growth.

Even the Apple Watch Ultra has dropped its usual 10% or more share of the market to below 8%.

According to counterpoint, buyers simply say there is less reason to upgrade.

The lack of new SE models has been the heaviest in shipping growth. Less upgrades to the latest Watch Series 10, increased competition, lack of new ultra issues, i.e., loss of blood oxygen function) also affected growth (…)

To make a comeback in 2025 and maintain market share, Apple will need to focus on several things, including introducing new features, launching the Watch SE and ultra models of the watch, and possible design upgrades.

Photography by photo