Apple Watch shipments declined by 19% in 2024, following a 10% drop in 2023, according to Counterpoint Research. The biggest slump came from the North American market, which accounts for over half of all Apple Watch sales.
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Apple Watch Shipments Fall 19% Despite Series 10 Launch
Notably, even the launch of the Series 10 in Q3 2024 couldn’t reverse the trend. Analysts attribute the fall to the lack of refreshed budget options like the SE, which hasn’t seen an update since 2022. While premium models like the Ultra only make up a small share of sales, Apple is expected to release new SE and Ultra versions later this year.
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