Apple Watch sales have been in a steady decline for the past three years, according to a report by IDC. The device’s unit shipments fell significantly, dropping from 43 million in 2022 to 34 million in 2024. Its market share has also decreased to 22.5%, as competitors have gained ground. This downturn, along with a revenue drop in Apple’s “Wearables, Home, and Accessories” segment in Q4 2024, highlights potential challenges for Apple’s wearable strategy.
Sales of the Apple Watch have significantly fallen from their peak in 2022. While some analysts remain hopeful—Jitesh Ubrani, a research manager at IDC, expects modest growth in 2025—the numbers still lag behind the highs seen during the pandemic. Experts suggest that part of the decline is due to the longevity of the devices.
“Many people bought a new smartwatch or replaced their old one during the pandemic,” says Ben Hatton, an analyst for CCS. “These devices haven’t yet reached the point where people need to replace them. The longevity of the devices, especially the high-end models, has hindered growth.”
Unlike the iPhone, which often gets upgraded for new features, the Apple Watch has seen little change in recent years. Ubrani points out that the device’s health and fitness sensors have remained mostly the same. “You’re not getting a whole new experience, apart from perhaps a shiny new case,” he says.
However, that could change soon. According to Bloomberg, Apple is reportedly testing Apple Watches with additional features like cameras and artificial intelligence (AI).
Apple Watch sales may see a rebound if new features, such as blood pressure monitoring (expected in 2026), satellite connectivity (first to arrive in the Apple Watch Ultra 3 later this year), and non-invasive blood glucose monitoring (still years away), are introduced. These updates could help Apple reignite interest in its wearable lineup.
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