Apple Watch Shipments Fall as Complacency Fears Grow

It’s safe to say that the Apple Watch kicked off the race on smartwatches. Sure, Motorola did beat everyone to market, but Apple’s branding and reputation cemented the product category. However, Apple needs to stop sitting on its hands. According to the latest data from Counterpoint Research, Apple Watch shipments are on the decline.

Based on the figures, Apple has been experiencing a decline in Apple Watch shipments for the past few years. It looks like Apple peaked in 2021, when the Apple Watch accounted for 27% of global smartwatch shipments. However, thereafter, the numbers started to drop. In 2023, those figures declined by 10%, and in 2024, by 19%. This trend suggests that 2025 might not be a good year for Apple.

Lack of innovation to blame

It has been suggested that Apple’s lack of innovation is to blame. However, it’s noteworthy that other smartwatch makers haven’t exactly introduced many groundbreaking features themselves. Currently, each upgrade feels iterative rather than revolutionary. Sure, the sensors get better and more accurate, but otherwise, it’s hard to find a reason to pull the trigger on an upgrade.

Companies like Apple and Samsung have tried to create new “Ultra” models. These are more premium variants of their smartwatches. While this might have helped increase interest, it seems like it was only temporary. Counterpoint found that the Apple Watch Ultra models, which usually hold over 10% of the shipment share, dropped to below 8% in Q4 2024.

According to Counterpoint, “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.”

Right now, smartwatch makers are trying to chase the holy grail of smartwatch tech: non-invasive blood sugar monitoring. We’ve heard reports that Apple is working on the feature, but the tech isn’t quite there yet. So, it’ll probably be a while before we see it. In the meantime, Apple doesn’t look like it’s in any danger of losing its wearable crown. The company still commands a lion’s share of the smartwatch market, but this downward trend suggests it might not be as profitable as it once was.

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