The situation is not ideal for Apple's smartwatch series. Market research firm Counterpoint released its latest report on Apple Watch Performance and found that Apple Watch shipments fell sharply by nearly 20% in 2024 after falling 10% in 2023.
Counterpoint said the decline in shipments was attributed to a variety of factors unique to Apple because of the growth seen by competitors such as Huawei and Xiaomi during the same period. Problems include a lack of upgrades to the latest Apple Watch models, and interest in the new Apple Watch 10 (in general, lack of interest) (Apple's $399) From the North American market, this seems to be growing price awareness.
Counter's young chart shows the decline of the Apple Watch.
The current research does not include the impact of 2025, which has so far been a confusing journey for Apple, due to ongoing tariffs, Apple surveillance prices, American availability issues or manufacturing issues with Apple products. Track the latest impact here with CNET's tariff tracker.
When we contacted Counterpoint analysts for more information on Apple Watch sales this year, research director Jeff Fieldhack returned to CNET and took important frameworks for these trends. “Most of Apple Watches entering the U.S. are from Vietnam, so we are looking at the tariffs in Vietnam,” he said. “Without an exemption or a trade agreement, we want consumers to pay for the increase in charges. We don't think Apple or any other company in the value chain will absorb tariffs with the final consumer.”
However, two interesting smartwatch regions are reversing the trend and seeing significant growth: India is one of the only regions to see growth in Apple Watch shipments. And Kid's smartwatch, the only area that shows global growth in the smartwatch industry in 2024.
To resume year-on-year growth, Counterpoint shows that Apple is focused on releasing new models for its watches SE and Watch Ultra Lines, and focusing on substantial design upgrades for its new watches.
Counterpoint and Apple did not immediately respond to requests for comment.
