Apple Watch Drops to Just 5% Share of Wearables Market as Basic Fitness Trackers 'Reign Supreme'

While the Apple Watch remains the world's best selling smartwatch, the latest data from market research firm IDC reveals basic wearables "reign supreme" as consumers gravitate towards simple, dedicated fitness devices—which also typically cost less than the Apple Watch and other smartwatches.

apple-watch-wearables-idc-3q16

Shipments in millions (Source: IDC)

Basic wearables accounted for 85% of the market and experienced double-digit growth in the third quarter, according to IDC. Fitbit remained the leader with 23% market share, up from 21.4% a year ago, on the strength of its new Charge 2 fitness tracker. Fitbit shipped an estimated 5.3 million wearables in the quarter.

Xiaomi trailed in second as its $14.99 Mi Band is priced well below any competing wearables, allowing the Chinese company to capture 16.5% market share based on an estimated 3.8 million shipments in the quarter. Xiaomi's market share remained virtually unchanged from 16.4% a year ago.

Meanwhile, the Apple Watch captured just a 4.9% share of the broader wearables market in the quarter based on an estimated 1.1 million shipments, according to IDC. Comparatively, in the year-ago quarter, Apple had an estimated 3.9 million Apple Watch shipments for a much higher 17.5% market share.

"It's still early days, but we're already seeing a notable shift in the market," said Jitesh Ubrani senior research analyst for IDC Mobile Device Trackers. "Where smartwatches were once expected to take the lead, basic wearables now reign supreme. Simplicity is a driving factor and this is well reflected in the top vendor list as four out of five offer a simple, dedicated fitness device. Meanwhile, from a design perspective, many devices are focusing on fashion first while allowing the technology to blend in with the background."

IDC attributed Apple's decline in the third quarter to an "aging lineup" and an "unintuitive user interface." Apple addressed those concerns with Apple Watch Series 2, but the second-generation models launched in mid-September and therefore did not have a full impact on the third quarter.

Apple does not officially disclose Apple Watch sales, instead grouping the device under its "Other Products" category in earnings results.

Related Roundup: Apple Watch Series 7
Buyer's Guide: Apple Watch (Buy Now)
Related Forum: Apple Watch

Top Rated Comments

dannys1 Avatar
67 months ago
Good, as it should be.

In other news Ferrari trails car market as Ford Focus sales "Reign Supreme"

(Note: This is called a joke for those people who've mathematically tried to work out which car brands are more accurately comparable to the price difference between an Apple Watch and a Xiaomi Mi band...christ)
Score: 52 Votes (Like | Disagree)
TurboPGT! Avatar
67 months ago
I don't understand why these things are compared. Basic fitness-only wearables are a completely different product from Apple Watch. Most of that market is not going to buy an Apple Watch instead.

Fitness tracking is 1 of 100 Apple Watch features.

Edit: This just in - 95% of refrigerator profits not going to Apple.
Score: 37 Votes (Like | Disagree)
aarontsuru Avatar
67 months ago
I don't understand why these things are compared.
Because they both compete for the same spot on your wrist and you won't wear both. So my dollars go to either the basic fitness band or a more advanced smartwatch fitness band, but not both.
Score: 30 Votes (Like | Disagree)
krause734 Avatar
67 months ago
The Apple Watch is fugly and you have to charge it every night just like everything else they make. A Rolex is a watch. An Apple Watch is a gimmick.
Score: 16 Votes (Like | Disagree)
sbuttler77 Avatar
67 months ago
-
Score: 14 Votes (Like | Disagree)
whit2891 Avatar
67 months ago
i can understand why this is honestly. it is a premium device.

Ive had my apple watch for almost a month and I'm quite impressed so far.
Jony Ive has your apple watch?
Score: 13 Votes (Like | Disagree)

Popular Stories

airpodsinear 1

AirPods Save Woman's Life With Feature Everyone Should Know

Friday January 21, 2022 2:13 am PST by
Apple's AirPods have been credited with saving a woman's life after a potentially fatal fall, People reports. When a 60-year-old florist in New Jersey tripped and hit her head in her studio, she lost consciousness and awoke heavily bleeding. With nobody around to call for help, she realized she had her AirPods in, and used a "Hey Siri" command to call 911. An operator was able to stay on the ...
Upcoming Products 2022 Feature

Gurman: Apple Preparing 'Widest Array of New Hardware Products in Its History' for Fall

Sunday January 23, 2022 10:32 am PST by
Apple is working on a number of new products that are set to launch this fall, and Bloomberg's Mark Gurman says that it will be "the widest array" of new devices that Apple has introduced in its history. In his latest "Power On" newsletter, Gurman explains that Apple is working on four new flagship iPhones (iPhone 14, iPhone 14 Max, iPhone 14 Pro, and iPhone 14 Pro Max), an updated low-end Ma...
Questionable Design Decisions

Apple's Most Questionable Design Decisions in Recent Memory

Sunday January 23, 2022 2:59 am PST by
Apple has always emphasized the depth of thought that goes into the design of its products. In the foreword to Designed by Apple in California, a photo book released by the company in 2016, Jony Ive explains how Apple strives "to define objects that appear effortless" and "so simple, coherent and inevitable that there could be no rational alternative." But every once in a while even Apple...
top stories 2022jan22

Top Stories: Spring Apple Event Rumors, Apple Opposes Sideloading, and More

Saturday January 22, 2022 6:00 am PST by
As we roll into the latter half of January, we're starting to hear more about a potential spring Apple event, which is likely to take place in March or April. There are a number of potential announcements on deck, so an event would be a good opportunity for Apple to get them all out there. We've also been going back and forth on some iPhone 14 rumors, and we've taken a look at a number of...
att gigabit internet

AT&T Bringing $180/Month 5-Gigabit Internet to 70 Cities

Monday January 24, 2022 9:20 am PST by
AT&T today announced the launch of upgraded AT&T Fiber plans, which support speeds of up to 5 Gigabits for some customers. There are two separate plans, one "2 GIG" plan and one "5 GIG" plan, available to new and existing AT&T Fiber subscribers. According to AT&T, the new plans are available to nearly 5.2 million customers across 70 metro areas including Los Angeles, Atlanta, Chicago, San...
macbook pro 14 16 2021

Three Months After Launch, Apple Still Struggling to Meet Demand for Redesigned 14-Inch and 16-Inch MacBook Pro

Monday January 24, 2022 7:12 am PST by
Three months after their launch, the 14-inch and 16-inch MacBook Pros continue to experience high demand and seemingly short supply, with shipping dates for both models stretching into multiple weeks in several of Apple's key markets. In the United States, the baseline 14-inch MacBook Pro with the M1 Pro chip is estimated to ship in three to four weeks, promising an arrival by at least...
peloton tv workout cardio

Apple Floated as Potential Buyer of Peloton

Friday January 21, 2022 6:11 am PST by
Following months of bleak news about Peloton's "precarious state," including the revelation that it has halted production of its bikes and treadmills, Apple is being floated as a potential buyer of Peloton's troubled fitness business. Yesterday, CNBC reported that Peloton will temporarily stop production of its connected fitness products due to a "significant reduction" in consumer demand, a ...
Spring 2022 Apple Products Feature

New iPad Air, Macs, and iPhone SE With 5G Likely to Be Announced at Apple Event This Spring

Thursday January 20, 2022 8:32 am PST by
Earlier this week, Bloomberg's Mark Gurman tweeted that Apple "will be holding a spring event" to announce a new iPhone SE and other hardware. In a recent edition of his newsletter, Gurman said the event is likely to occur in March or April. Gurman did not elaborate on what "other hardware" will be announced at Apple's purported spring event, but rumors suggest at least four products are...