According to the latest data from the International Data Corporation (IDC), global sales of the Apple Watch fell by 12.8% to 22.5 million units in the third quarter of 2024, i.e., from July to September, compared to the same period of last year. This means Apple is lagging behind the market, as a total of 139 million wearables were sold, just 1% less than in the previous year.
While Huawei, Xiaomi, Samsung and BBK all achieved double-digit percentage growth, Apple has fallen behind Huawei. The new market leader, Huawei, was able to increase its sales by an impressive 44.3% to 23.6 million watches, probably not least due to innovative models such as the Huawei Watch D2 with medically certified blood pressure measurement. Huawei is also likely benefiting from the strong growth of the wearable market in China, which is now the largest market in the world with 45.8 million units sold. Excluding smart wristbands, Apple is still just in the lead.
Xiaomi is only just in third place with 20.5 million sales and a market share of 14.7%, which the company owes not least to the popularity of the Xiaomi Smart Band 9, but the more expensive Xiaomi Watch S4 also contributed to the growth of 26.5%. Samsung was also able to achieve growth of 24.3% to 11.5 million units or 8.3% market share, which according to IDC is due to its broader product portfolio, ranging from the Galaxy Fit3 to the Galaxy Watch Ultra.
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