Once again, Apple ranked first in the global market for wearable devices in terms of units sold. The Apple Watch was not the first wearable , nor the first smart watch, nor the cheapest. But these things have not prevented it from being positioned as the preferred one by users quarter after quarter .
The latest IDC study shows that a total of 4.7 million Apple Watch units were sold in the second quarter of the year. This is 17% of the total market , giving Apple the first place. Compared to the previous year, this represents a 5.5% growth for Apple.
In second place we find Xiaomi with 15.1% of the market and Fitbit in third place with 9.5% of the market . Here we are talking about werables in general, so we have to take into account that we compare the basic Apple Watch for about 300 euros with devices like a Xiaomi Mi Band that costs up to 10 times less. In other words, we should not leave out the income obtained from each of the units sold.
If we limit ourselves to smart watches , which is what the Counterpoint study has done, Apple is positioned in first place with 41% of the market. The second place is for Fitbit, which is 21% of the market, and this is where we can see how much it influences having bracelets like the Xiaomi Mi Band for 20 euros on sale.
A curious detail besides the sales themselves, is to see where more and less are produced . According to IDC, the main growth this quarter has been in Asia, Central Europe, the Middle East, Africa and Latin America. A growth of 14% over the previous year, in areas that we can understand (in very general terms) as developed (North America, Japan and Western Europe) there has been a decrease of 6.3% over the previous year.
What is this about? Simple, the Apple Watch (and other third-party devices) are products that do not require annual renewal, but have a longer life cycle . The market has stabilized slightly and the improvements we have seen are already focused on features not required by all users or not accessible to all. For example, in the Apple Watch Series 3 we have LTE connectivity, not required by all users and limited to certain countries at the moment. It is understandable then that previous generations are being purchased.
Following this, Counterpoint pointed out that up to 90% of users would prefer an Apple Watch Series 1 if they had to choose between that model and the Apple Watch Series 3. This is quite relevant, and shows us how if the main feature does not interest the user, he prefers the cheaper model because he sees the rest of similar features. Similar design, acceptable performance… The Apple Watch Series 1 still lives up to its name and is a very interesting option for those who don’t need (or can’t have) LTE.
IDC y Counterpoint
The larger screen is already a considerable differentiating feature , so that 90% of users may change their mind in the coming weeks.