Waiting for new models: sales at Apple Watch have dropped

Apple’s latest Apple watch models seem to have only met with limited demand for customers: sales were apparently declining both last year and in the last quarter. This works for both Apple’s own information and numbers of the Market research company Counterpoint Research out. As part of its “Global Smartwatch Shipment Tracker”, the analysis company stated that a decline in delivery in the Apple Watch numbers was recorded by 19 percent compared to the previous year 2023. According to Counterpoint, this is the second year in a row with a minus. Apple himself had reported 5 percent in the recent quarterly figures in the accessories and wearables division, but does not list the Apple Watch individually.

Innovations are missing-no revised SE model

Counterpoint Research blames the lack of innovations in the Apple watch division for the delivery declines. The Series 10 came with a larger screen and thinner housing in September, but except for the new sleep apnea tracking function (which also received other models by update) had no fresh sensors. At the same time, Apple had only added a new color to the Apple Watch Ultra 2, but otherwise left the model completely unchanged.

Apple has to deliver “new models and significant upgrades” to enliven the market, according to the analysts. At the same time, there is more and more competition. The blood oxygen function, which continued to turn off in the USA, could also burden the business. In addition, the group did not launch a new SE beginner model last year. The last SE was published in the third quarter of 2022, new plastic models did not come onto the market despite the corresponding rumors.

Ultra falls with the market.

The lack of an Ultra 3 should also have dropped the total share of the sales of the more expensive computer clock. Instead of 10 percent as before, the proportion of Apple watch sales landed only 8 percent in the fourth quarter of 2024. After all: In the so -called Advanced Smartwatch segment, i.e. the more advanced and more expensive computer clocks, Apple remains dominant provider. However, the total sales had already shrunk by 10 percent in 2023.

For the Apple Watch Ultra 3 and the Series 11, improved radio technology – possibly with 5G and satellite use – are now expected. In addition, there is still a blood pressure measuring function on Apple’s agenda, even if it may be postponed again.