Apple Watch sales under pressure: sharp drop by 2024

Published: 2025-05-10 02:01:05 ET AAPL

Published on 05/10/2025 at 02:01

Things are not looking rosy for Apple's smartwatch division. According to the latest report from market research firm Counterpoint, global shipments of the Apple Watch are down nearly 20 percent in 2024 from the previous year. This follows a previous drop of 10 percent in 2023.

Interestingly, this decline mainly affects Apple; competitors such as Huawei and Xiaomi actually saw growth over the same period. Counterpoint points to several causes specific to Apple, including the lack of innovation in the latest Apple Watch models and disappointing interest in the Apple Watch Series 10, especially in the price-sensitive North American market.

Current figures do not yet include the impact of 2025, a year so far unpredictable for Apple. Possible price increases, supply problems in the U.S. and production barriers due to continued trade tariffs could further worsen the situation. The impact of these developments is being closely monitored, including through CNET's tariff tracker.

Still, there are bright spots: India is the only region where sales of Apple Watches have increased, and globally, the market for smartwatches for children is also on the rise.

According to Counterpoint, Apple could grow again by releasing new versions of the Watch SE and Watch Ultra, and especially by introducing larger design innovations in future models.