The Apple Watch has been one of the best-selling smartwatches worldwide for years. But things are looking different in 2024. Sales are in free fall – for the second year in a row. Why is this? And what does this mean for you if you're currently considering buying an Apple Watch or waiting for a new model?
Apple typically launches new versions of the Apple Watch annually. Many users expect technical advancements, new features, or at least fresh designs. However, 2024 was a year in which Apple barely met these expectations. There was no new Apple Watch Ultra, no update to the Apple Watch SE, and the Apple Watch Series 10 brought only minimal changes. All of this has a direct impact on sales figures—and on user interest worldwide.
Worldwide sales decline continues
According to a recent analysis by Counterpoint Research, global Apple Watch sales fell by 19 percent in 2024 compared to the previous year. This is the second consecutive annual decline. Particularly striking: The fourth quarter of 2024 was the fifth consecutive quarter of declining sales. This development affects almost all markets – with one exception: India. There, Apple was able to keep sales stable or even increase them slightly. Counterpoint cites North America as the main reason for the global decline. While there are no concrete figures for Europe or other regions, the trend is clear: The Apple Watch is losing momentum due to a lack of updates.
Lack of updates slows interest
A large part of the decline can be directly attributed to a lack of new products. The Apple Watch Ultra 3 did not launch in 2024. This has had a noticeable impact: The market share of the Apple Watch Ultra 2, which had previously been over 10 percent, fell to below 8 percent. Many users who were waiting for a new model have apparently postponed their purchase or opted for alternatives. The Apple Watch SE is also experiencing no development. The model was last updated in 2022. After its launch, the SE enjoyed strong demand and accounted for a large portion of sales. The lack of a new SE model in the third quarter of 2023 led to a significant decline in the first quarter of 2024.
The Apple Watch Series 10 further disappointed many users. It offered few new features compared to the Series 9. Furthermore, blood oxygen monitoring was removed from models sold in the US due to ongoing legal disputes. This decision did not exactly help the model's appeal (via Counterpoint Research).
What's next?
According to several sources, Apple is set to unveil a new Apple Watch Series 11 in September 2025. Whether it will have a different look is still open. However, there is speculation about new features, including additional health sensors and even cameras. There could also be a new model for the Apple Watch SE – this time with a plastic case. This would reduce production costs. Whether Apple will pass this price advantage on to you as a buyer is unclear, however. There are also rumors of an update for the Apple Watch Ultra. Particularly exciting: The Ultra 3 is said to possibly support satellite communication, meaning it will offer the ability to send and receive messages directly via satellite – independent of the iPhone.
Apple Watch 2025: The great hope
The Apple Watch is currently at a critical juncture. The lack of an update to the SE, the stagnation of the Ultra series, and the weak Series 10 have noticeably depressed sales. If you're currently considering buying an Apple Watch, it makes sense to wait a few more months. The models expected in September 2025 could bring the much-needed innovations—both in terms of technology and design. Until then, keep your eyes open and wait to see whether Apple will revitalize the smartwatch market with the Series 11, a new SE, or an improved Ultra. (Image: Shutterstock / Wongsakorn 2468)
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