Apple Watch still number one in smartwatch market, says study

Image: AzmanL/Getty Images via ETX Studio

Shipments in the smartwatch market grew by just 1.5% in 2020, impacted by the COVID-19 pandemic and associated restrictions, according to research from Counterpoint.

In this fragile context, Apple reportedly maintains its position as market leader, further increasing its lead over competitors.

Around 85 million smartwatches shipped worldwide in 2020, 40% of which were Apple Watch models, or 33.9 million units, up from 28.4 million in 2019. While shipments as a whole only grew by 1.5%, Apple Watch shipments grew by 19%.

The company now has a 40% market share, far ahead of Samsung (10%), Huawei (8%) and Fitbit (7%).

Note that the success of the Apple Watch also appears to be pulling prices upwards. The 2020 trend indicates that average selling prices appear to be on the rise, with the premium $300-plus segments seeing growth of 8 points, from 36% to 44% of market share in the space of a year. JB

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