Apple will probably not boast about it, but the Apple Watch has been suffering for two years of sales at half mast. According to data from the Counterpoint analysis firm, Apple’s connected toCantes would now pay for a high price for their relative lack of innovation … especially in the United States.
The Apple Watch Series 10 is finer than its ancestors, and the Apple Watch Ultra 2 brings some interesting new features, especially in terms of autonomy and performance … But overall, the latest generations of Apple connected watches have not been illustrated by their audacity.
This relative lack of innovation is now very concretely felt on the commercial level, as evidenced by the data published this week by the analysis firm Counterpoint. We discover that Apple Watch sales have been clearly dismissed for two years now.
29 % fewer sales since 2022…
According to the data collected by the firm, the global shipments of Apple Watch (and therefore the sales at the end of the race) would indeed have dropped the first time by 10% between 2022 and 2023; Then a second time by 19% between 2023 and 2024, to reach a cumulative drop (severe) of 29% in two years.
It must be said that Apple has not launched a real evolution in its range for a long time in its range. In addition, the Apple Watch has not been renewed since 2022. It is notably this more affordable model, which allows Apple to make volume.
These two factors undoubtedly explain the drop in sales observed by Counterpoint in part for the past two years. A drop that the cabinet measured in all markets where Apple Watch is distributed, except India (where volumes are probably weak, underline our colleagues as Watch Generation).
Unsurprisingly, it is on the American market (where almost one Apple Watch in two is sold) that the decline is the most notable. It must be said that in the United States Apple has been forced to suspend the measurement of blood oxygen on its latest generations of watches, following a patent offense affair. It is a safe bet that this suspension had an impact on sales.
