Apple Watch sales plummeted 19% in 2024 compared to the previous year. Counterpoint Research agency disclosed the data, reflecting on the company’s performance in the smartwatch segment.

The numbers also indicate that 2024 was the **second consecutive year with a decline** in shipments compared to the previous period. This decline occurred after a year of stagnation in 2022.

Additionally, the end of last year marked the **fifth consecutive quarter with a reduction in Apple Watch shipments.

The company experienced a **decline in sales in all global regions**, except for India. The US market was the primary contributor to the global decline, as it accounts for more than half of the brand’s shipments.

Compared to other brands, **Apple’s market share dropped 8 percentage points in 2024**. Meanwhile, all major competitors in the sector saw their shipments rise.

Lack of Innovation in Apple Watch Series

The latest generations of Apple’s smartwatch line have **not presented substantial innovations** to lure new consumers, according to Counterpoint analysts. Moreover, the absence of models like the Watch Ultra 3 and Watch SE among recent launches contributed to the poor performance.

The Watch Ultra, a more resistant model with advanced features, usually accounts for over 10% of shipments. However, **its participation dropped to less than 8%** in the last quarter of 2024.

The Watch SE is historically responsible for the largest part of shipments after each new model launch. Nevertheless, **its latest version was released a long time ago, in the third quarter of 2022.

Rumors previously pointed out that Apple is testing a new Watch SE, **which would have a plastic build**. Although it’s an attempt to reduce the watch’s price, **the new material is associated with device delays**.

A new Watch Ultra is in the plans**, but news has already shown that the innovations may be minimal**.