Global sales of the Apple Watch fell by nineteen percent in 2024 compared to the previous year, marking the second consecutive annual decline, according to new data from Counterpoint Research. The downturn has been attributed to a lack of significant hardware updates across the product lineup, with the fourth quarter of 2025 representing the fifth straight quarter of shrinking sales.
The decline was widespread, affecting nearly all regions except India. While Counterpoint did not provide a detailed regional breakdown, analysts noted that North America was the primary driver of the global slump.
Aging Product Lineup Contributes to Falling Demand
The Apple Watch Ultra 2, which previously accounted for more than ten percent of sales, dropped below eight percent in 2024 due to the absence of an Ultra 3 model. Similarly, the Apple Watch SE—a key volume driver—has not been refreshed since 2022. The report highlights that SE models typically boost sales immediately after launch, and the lack of an update in the third quarter of 2023 triggered the first quarterly decline.
Meanwhile, the Apple Watch Series 10 struggled with weak demand, partly due to minimal upgrades over its predecessor and legal disputes that forced Apple to remove the blood oxygen monitoring feature from U.S. models.
Future Models Could Revive Interest
Apple is expected to unveil the Apple Watch Series 11 in September. While the design may remain largely unchanged, industry insiders suggest it could introduce advanced health sensors and possibly even a built-in camera.
Rumors also indicate that Apple is developing a new Apple Watch SE with a plastic chassis to reduce manufacturing costs, though it remains unclear whether these savings would translate to lower retail prices. Additionally, an Apple Watch Ultra 3 is reportedly in the works, potentially featuring satellite messaging capabilities directly from the wrist.
As Apple prepares its next wave of releases, analysts will be watching closely to see if these updates can reverse the current sales trend.
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