Apple Watch Shipments Declined 19% Year-over-Year in 2024 [Report]

Apple's smartwatch shipments dropped 19% year-over-year in 2024, according to the latest report from Counterpoint's Global Smartwatch Shipment Tracker for Q4. It's the second straight year Apple has seen an annual decline in smartwatch sales.

The sharpest drop came from North America, Apple's most important region, which accounts for over half of its global smartwatch shipments. Declines were seen in nearly every other region, with India being the only market where Apple managed to grow.

Counterpoint notes that Apple's share of the advanced smartwatch market slipped by eight percentage points compared to 2023. Q4 2024 also marked the fifth consecutive quarter of shipment declines for Apple Watch, even as rival brands saw gains in the high-end segment.


Part of the downturn is being linked to a relatively modest update to the Series 10. The absence of both a new Watch Ultra and an updated Watch SE also played a significant role. The Watch Ultra typically contributes over 10% of Apple's total shipments, but that figure fell below 8% in Q4. The Watch SE, a key volume driver for the company, hasn't been refreshed since Q3 2022. Its absence made Q3 2024 the first time Apple posted a year-over-year decline during a new series launch.

According to the report, the next SE model is still in development as Apple works on shifting from an aluminum to a plastic base, which may explain the delay.

Looking ahead, Counterpoint says Apple could bounce back in 2025 if it delivers stronger product updates and sticks to a more consistent launch schedule—particularly for the Watch Ultra and Watch SE.

Notably, Apple has all three of its smartwatch models on sale today:
● Apple Watch SE 2 - $169 ($80 off)
● Apple Watch SE 2 (Cellular) - $219 ($80 off)
● Apple Watch Series 10 - $299 ($100 off)
● Apple Watch Series 10 (Cellular) - $399 ($100 off)
● Apple Watch Ultra 2 - $729.99 ($69.01 off)


Check out the chart below for more details and hit the link for the full report.

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