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 8
Buyer's Guide: Apple Watch (Neutral)
Related Forum: Apple Watch

Top Rated Comments

dannys1 Avatar
82 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
82 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
82 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
82 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
82 months ago
-
Score: 14 Votes (Like | Disagree)
whit2891 Avatar
82 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

iPhone 15 Pro Buttons CAD Leak

iPhone 15 Pro Leak Reveals Unified Volume Button and Mute Button

Monday March 20, 2023 8:33 am PDT by
As previously rumored, the next-generation iPhone 15 Pro and iPhone 15 Pro Max will feature a unified volume button and a mute button, according to leaked CAD images shared in a video on the Chinese version of TikTok and posted to Twitter by ShrimpApplePro. Instead of separate buttons for volume up and volume down, the iPhone 15 Pro models are expected to have a single elongated button for...
iOS 16

iOS 16.4 for iPhone Nearing Launch With These 5 New Features

Monday March 20, 2023 11:50 am PDT by
Apple says iOS 16.4 is coming in the spring, which began this week. In his Sunday newsletter, Bloomberg's Mark Gurman said the update should be released "in the next three weeks or so," meaning a public release is likely in late March or early April. iOS 16.4 remains in beta testing and introduces a handful of new features and changes for the iPhone. Below, we have recapped five new features ...
voice isolation

iOS 16.4 Adds Voice Isolation for Cellular Phone Calls

Tuesday March 21, 2023 11:01 am PDT by
The iOS 16.4 update that is set to be released to the public in the near future includes voice isolation for cellular calls, according to notes that Apple shared today. Apple says that Voice Isolation will prioritize your voice and block out the ambient noise around you, making for clearer phone calls where you can better hear the person you're chatting with and vice versa. Voice...
original iphone auction

Factory-Sealed Original iPhone Sells for $55,000 at Auction

Friday March 17, 2023 1:08 pm PDT by
A first-generation iPhone still sealed inside its box sold for $54,904 at auction, which is more than $54,000 over the original $599 price tag of the device when it was released in 2007. The original iPhone was put up for sale by RR Auction on behalf of a former Apple employee who purchased it back when it first came out. Back in February, an original, sealed iPhone sold for over $63,000,...
airpodsd 3 purple 4

iOS 16.4 Seemingly References New AirPods and AirPods Case

Tuesday March 21, 2023 11:43 am PDT by
The iOS 16.4 release candidate version that was provided to developers today appears to hint at a new set of AirPods that could be coming in the near future. According to @aaronp613, the beta features references to AirPods that have a model number of A3048 and an AirPods case with a model number of A2968. There have been no rumors that new AirPods are on the horizon, and it is early for...
iOS 16

Apple Seeds Release Candidate Versions of iOS 16.4 and iPadOS 16.4 to Developers [Update: Public RC Available]

Tuesday March 21, 2023 10:25 am PDT by
Apple today seeded the release candidate versions of upcoming iOS 16.4 and iPadOS 16.4 updates to developers for testing purposes, with the software coming a week after the launch of the fourth betas. The RCs mark the final version of the software that will be provided to the public in the near future. Registered developers are able to download the iOS 16.4 and iPadOS 16.4 updates...
google bard

Google Opens Up Access to Bard AI Chatbot

Tuesday March 21, 2023 4:23 pm PDT by
Google today began allowing users to sign up to use Bard, its AI-powered chatbot that rivals Microsoft's Bing chatbot. First announced back in February, Bard is an experimental conversational AI service for Google Search. Those interested in Bard can join Google's waitlist to get access, and some users have reported getting invitation emails just hours after signing up. There are a long list ...
smart monitor m8 samsung

Deals: Samsung's iMac-Like Smart Monitor M8 Drops to Lowest Price of Year So Far With $250 Discount

Monday March 20, 2023 8:27 am PDT by
Samsung today kicked off a special "Discover Samsung" event, which will be a week-long savings event focusing on Samsung monitors, smartphones, TVs, appliances, and more. While some deals will stick around the entire week (through March 26), others will refresh every day. Note: MacRumors is an affiliate partner with Samsung. When you click a link and make a purchase, we may receive a small...