Apple Watch slips to 52% of worldwide smartwatch market share

According to the latest research from Strategy Analytics, global smartwatch shipments grew 223 percent annually to reach 4.2 million units in the first quarter of 2016. Apple captured 52 percent global smartwatch marketshare, dipping from 63 percent share in the prior quarter.

Rajeev Nair, Senior Analyst at Strategy Analytics, said in a statement, “Global smartwatch shipments grew a healthy 223 percent annually from 1.3 million units in Q1 2015 to 4.2 million in Q1 2016. Global smartwatch growth is being driven by consumer demand for Apple, Android Wear and Tizen models across North America, Western Europe and Asia. On a sequential basis, global smartwatch shipments fell 48 percent from 8.1 million in Q4 2015 to 4.2 million in Q1 2016, due to seasonality trends.”

Neil Mawston, Executive Director at Strategy Analytics, added in a statement, “We estimate Apple Watch shipped 2.2 million units and captured 52 percent smartwatch marketshare worldwide in Q1 2016, dipping from 63 percent share in Q4 2015. Samsung shipped 0.6 million smartwatches, capturing 14 percent marketshare worldwide for second position. Apple Watch and Samsung Gear models are expanding fast across dozens of countries, but competition from LG, Motorola and others is ramping up fast.”

Cliff Raskind, Director at Strategy Analytics, concluded in a statement, “Now that many Apple early adopters have their smartwatches and all of the holiday gifts have been unwrapped, it would seem the honeymoon for version 1 of the Apple Watch is over. Future traction for Apple Watch 2 will be closely linked to compelling apps that better exploit the usability of wearable tech, while offering autonomous 4G connectivity and enhanced battery life — all of which are in rather short supply today.”

Global Smartwatch Vendor Shipments and Marketshare in Q1 2016
(numbers are rounded)
Strategy Analytics: Global Smartwatch Vendor Shipments and Marketshare in Q1 2016

Source: Strategy Analytics

MacDailyNews Take: 600,000 bought a Samsung stupidwatch with Apple Watch in the market? We had no idea there were so many head injury victims wandering around out there.

Of course, these numbers are just guesstimates as Apple does not release Apple Watch unit sales figures for competitive reasons.

Apple Watch unit sales met our expectations in the quarter. For some color on how we think about Apple Watch sales, we expect its seasonality to be similar to the historical seasonality of iPod, which typically generated 40% or more of its annual unit sell-through in the December quarter. We started shipping Apple Watch just one year ago, and it has quickly become the best-selling and most loved smartwatch in the world. In fact, unit sales of Apple Watch during its first year exceeded sales of iPhone in its first year.

Last month, we refreshed the lineup for the spring with new bands and a new starting price point, and the response from customers has been great. Apple Watch is an increasingly essential part of users’ lives, from responding to messages, managing calendars and navigating with maps, to helping them be more fit. And in some cases, the heart rate sensor has even helped save lives. We’re really excited about the first year with Apple Watch. We have learned a lot, and we believe it has an exciting future head. — Apple CEO Tim Cook, April 26, 2016

Nearly 8% of Americans already own an Apple Watch – April 8, 2016
Analyst: Next-gen Apple Watch to be up to 40% thinner, debut at WWDC in June – April 8, 2016
Analyst: Apple smartbands are a part of the Apple Watch’s future – April 8, 2016
Apple Watch predicted to capture 50% market share in 2016 – March 17, 2016
Thanks to Apple Watch, smartwatches are now more popular than Swiss watches – February 19, 2016
Canalys: Apple shipped over 12 million Apple Watches in 2015, two-thirds of all smartwatches shipped in 2015 – February 5, 2016
Apple Watch kickstarted interest in wearable devices; sales of fitness trackers and VR headsets are set for rapid growth – February 2, 2016
Apple Watch beats Rolex in luxury brands ranking – January 29, 2016
Apple Watch revenues expected to be $8.4 billion for first year – January 26, 2016
Juniper: Apple Watch has already cornered the smartwatch market – January 12, 2016
Apple COO: ‘Apple Watch marks the end of single-function wrist devices’ – January 7, 2016
Fitbit either doesn’t understand Apple Watch or hopes consumers won’t; neither is good for the company – January 6, 2016
Fitbit exec calls Apple Watch a ‘toy,’ Fitbit shares crater more than 13% after unveiling Apple Watch Sport knockoff – January 5, 2016
It’s official: The Apple Watch is destroying the so-called competition – November 20, 2015
As Apple Watch sales ramp, Swiss watch makers suffer biggest slump in six years – November 19, 2015
Apple Watch models take top four spots on 10 most-wanted smartwatches list – November 18, 2015
Apple Watch is 2016’s hottest holiday gift – November 18, 2015
Apple has already sold more than $1.7 billion worth of Apple Watches – October 29, 2015
Strategy Analytics: Apple Watch sells 4.5 million units in Q315, takes 74% global smartwatch market share – October 28, 2015
Apple Watch users are abandoning traditional watches – September 15, 2015
Over 1 million Apple Watches already sold in China – September 3, 2015
Apple Watch already dominates smart-wearables market, says IDC – August 28, 2015
IDC estimates Apple sold 3.6 million Apple Watch units in Q2 – August 27, 2015
Best Buy CEO: Apple Watch demand is ‘so strong’ that we’re expanding sales to all 1,050 stores – August 25, 2015
Swiss watch exports decline most since 2009 – August 20, 2015
Apple Watch takes 88% of total smartwatch revenue – August 14, 2015
Apple Watch kills a entire industry in three months – August 12, 2015
U.S. wristwatch sales post biggest drop in seven years after Apple Watch debut – August 7, 2015
Apple Watch dominates smartwatches with 75% market share – July 28, 2015
Juniper Research: Apple is world’s #1 smartwatch maker – July 23, 2015
Canalys: Apple ships 4.2 million Apple Watches in Q2 to become world’s top wearables vendor – July 21, 2015
Apple Watch satisfaction is unprecedented at 97%; beats original iPhone and iPad – July 20, 2015
Non-techies love their Apple Watches even more than tech users – July 20, 2015
Apple Watch is Apple’s most successful product debut ever – June 1, 2015


  1. I hate these headlines. Naturally, Apple leads others out of the gate and garners the majority of the market share. As others begin to encroach it’s understandable that Apple’s share will slip. This inevitably leads to crazy headlines. Furthermore, as others enter the market, their minuscule share growth rates appear disproportionately large compared to Apple, leading to misleading headlines such as “Samsung smart watch grows at twice the rate of Apple Watch!”.

    1. I agree. These numbers are little better than guesses, since no one announces actual sales. What’s particularly annoying is how they include what to count, so that 33% are simply Others. I doubt that very many of the so called competition are anywhere near as capable as the Apple Watch.

      When you make numbers up, and mash in undeserving “competitors”, it’s pretty easy to say Apple’s share is declining. IDC’s been doing this for years, most recently creating a category of Wearables throwing in Fitbit exercise bands just to denigrate Apple’s contribution to smart watches.

      As a shareholder, I’m glad Apple focuses on the bottom line profits, as they “doom” themselves to ever greater cash holdings while “losing” to the “competition.”

      1. Since Apple refuses to reveal sales data how the f*ck can you say these reports are false? What do you know that the rest of the world’s inhabitants are unaware? Why don’t you publish actual sales data of all Apple products or simply admit you are just another ignorant Apple fanboy?

        1. You offer nothing to the equation besides simplistic idiocies on the speaking level of movie Tarzan’s. Understand THAT, but of course you don’t. Funny you use the word adult, a status you have yet to achieve and are never likely to.

  2. What other company like Ford, BMW, Honda, … would die to have 52% of a market on the 1st or 2nd year of a new product. Nothing is ever good enough for Wall Street.

    And Tim Cook and the board, why did you not buy TiVo? Could have migrated the design into the AppleTV and the Mac mini? Would have gotten around many speed bumps in front of the home TV market!

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