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Apple Faces Declining Smartwatch Sales While One Brand Rises to Success

Posted on 12 March 2025

After experiencing a two-year downturn, the smartphone market rebounded last year, achieving a 4% increase in global sales. However, the smartwatch sector faced a different reality, as it experienced a 7% decline in shipments for 2024, marking the first drop in its history.

A substantial factor contributing to this decline was the slowdown in Apple’s smartwatch shipments, as customers were hesitant to upgrade from basic models in a generally slowing market. Although Apple remains the leading brand in the smartwatch arena, it saw a 19% reduction in sales compared to the previous year.

In contrast, competitors like Huawei and Samsung reported growth, with Samsung enjoying a 3% rise thanks to the Galaxy Watch 7 and other popular models. Huawei notably performed even better, achieving a remarkable 35% increase.

One of the standout stories in this period was Xiaomi’s astonishing 135% growth. This surge is largely attributed to the successful performance of its premium Watch S1 and budget-friendly Redmi Watch.

While these models may lack some top-tier features, their significantly lower prices have attracted consumers who are looking for affordability compared to offerings from Apple, Samsung, and Google. Interestingly, the trends varied significantly between regions.

In North America, smartwatch shipments saw a sharp decline, likely due to minimal feature upgrades from major brands. Conversely, China emerged as a powerhouse in the smartwatch market, recording its highest-ever shipments, thanks to brands like Huawei, Imoo, and Xiaomi, which successfully catered to diverse consumer needs.

Looking ahead, analysts are optimistic that smartwatch sales will recover in 2025. Manufacturers are set to introduce innovative health and fitness features, potentially driving consumers to upgrade or try smartwatches for the first time.

Apple’s upcoming models, expected to include advanced health-monitoring capabilities, may play a pivotal role in revitalizing interest in the segment.

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