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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.

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.

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Top Rated Comments

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37 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)
Rating: 52 Votes
37 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.
Rating: 37 Votes
37 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.
Rating: 30 Votes
37 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.
Rating: 16 Votes
37 months ago
Rating: 14 Votes
37 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?
Rating: 13 Votes
37 months ago
AW1 was overpriced.

Apple should have gone for market share. The best advertisment is to see a friend have it and tell you how great it is. This is especially true if it is a new product category.

The user interface was horrible. They should have done something much simpler. Imagine the screen split into four quadrants, where each quadrant can either be a folder or an app. With 2-4 fast taps you could select any app. You can put the apps you use most often high in the hierarchy. That is much easier than zooming in and out with digital chrown and scrolling around among 50 apps and 95% you never use.

I also don't understand why it needs so much battery when I don't use the watch. A battery in a Tile lasts a year and it is able to poll my phone if it is lost and beep very quickly. Same mechanism can be used for notifications.
Rating: 11 Votes
37 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.
Rating: 10 Votes
37 months ago
Just to Pippin here, but Apple better make a QuickTake of their current direction as some products aren't generating a New ton of revenue.
Rating: 9 Votes
37 months ago
I don't mind this. The Mac's golden days were when it had less than 10% market share.
Rating: 9 Votes

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