Apple Watch Sales Decline: Two-Year Downward Trend Revealed

Decline in Apple Watch Sales Expected to Continue into 2024

According to data from Counterpoint, Apple Watch sales are projected to decrease by 19% in 2024. This follows a 10% decline in 2023 and stable sales in 2022, marking a second consecutive year of downturns. The decline is reportedly global, with the exception of India. However, North America is primarily driving the downturn, as it accounts for over half of Apple’s smartwatch sales.

Apple’s Reporting Structure Obscures Specific Sales Figures

Apple does not disclose specific sales figures for the Apple Watch, instead including them in its Wearables, Home and Accessories category. This category also encompasses other products like AirPods, Beats, Apple TV, HomePod, Apple Vision Pro, and various accessories, within its quarterly financial reports. Consequently, industry analysts are often the primary source for sales data on the device.

Challenges and Innovations in the Apple Watch Lineup

The disappointing sales figures come at a time when Apple has faced significant challenges, including the removal of the blood oxygen measurement feature in the United States due to patent issues. Furthermore, recent models have not introduced significant innovations, with Apple choosing not to update its Ultra model last year. However, in September, Apple is expected to refresh its entire lineup with the release of the Apple Watch SE 3, Apple Watch Series 11, and Apple Watch Ultra 3. Upcoming models are rumored to include some notable improvements such as 5G RedCap support for cellular models (which currently only support 4G) and satellite connectivity for the Apple Watch Ultra 3. Yet, the introduction of a new sensor capable of measuring blood pressure remains uncertain.