First introduced in 2015, the unit sales of Apple Watches have grown until 2022 and then decreased in 2023. At the end of the given period, Apple sold over 38 million smartwatches, down from almost 54 million Apple Watch unit sales recorded in 2022.

Introduction

Apple Watch Statistics: The Apple Watch is one of the most popular smartwatches in the world. Since its launch in 2015, it has become a top choice for people who want a stylish and feature-packed wearable device. The Apple Watch helps users track their health, fitness, and daily activities while also allowing them to receive calls, messages, and notifications on the go.

Over the years, Apple has introduced new models with better technology, longer battery life, and advanced health-tracking features like ECG monitoring and blood oxygen measurement.

This article provides the latest statistics on Apple Watch sales, market trends, and user demographics. It will help you understand how the Apple Watch is growing in popularity and shaping the smartwatch industry.

Apple shipped more than 18 million of its smartwatches worldwide in 2017, around 6.5 million more than the previous year. Shipments of the Apple Watch Series 3, which came with built-in cellular connectivity for the first time, accounted for 2.45 million units.

The revolutionary Series 3

The Apple Watch disrupted the established order when it was released in 2015. The device captured around 75 percent of the smartwatch shipments market within months of it first going on sale; as a result, Samsung’s share dropped by around 65 percent in one year. The Apple Watch has since controlled the market, with shipment share peaking again following the release of the Apple Watch Series 3 in 2017. The main feature of the Series 3 was built-in cellular connectivity, which allowed users to make calls and send messages from their wrist even when away from their iPhone. Smartwatches previously served as extensions to smartphones, so this new technology lifted the Apple Watch to another level.

The Apple ecosystem

Apple has repositioned itself in recent years, reacting to changes in the smartphone market. Sales of the iPhone have peaked worldwide with figures showing around 215 million units sold each year since 2016. A growing number of people are content with their iPhone and have little desire to change model every two years; these are the people Apple are now targeting. Once in the Apple ecosystem, iPhone users are more willing to buy wearable accessories such as an Apple Watch or AirPods. A change in long-term strategy has seen greater attention given to its wearable division: the most recent Apple revenue figures showed wearables, home and accessories recorded 5.5 billion U.S. dollars and this is around a 50 percent increase from the previous year.

Apple is one of the most influential and recognisable brands in the world, responsible for the rise of the smartphone with the iPhone. Valued at over $2 trillion in 2021, it is also the most valuable...

Apple held the largest share of the global smartwatch shipment market in the second quarter of 2021. Their 52.5 percent share was followed by Samsung whose market amounted to11 percent.

Apple lead the way

The Apple Watch revolutionized the smartwatch market when it was unveiled in 2015: Worldwide sales of smartwatches totaled five million in 2014 before rising to 19 million units just a year later. During its first year, Apple shipped more than 12 million of its smartwatches worldwide and captured a 75 percent share of the total smartwatch market. Over the years, this share has dropped as competition within the market increases. Samsung, who were once market leaders before Apple entered the fray, have increased their global share since the introduction of its Galaxy Watch series in 2018.

Pebble: making a splash

A pioneering company of the latest smartwatch market was Pebble. The first of its smartwatches was the result of a Kickstarter crowdfunding campaign that raised more than 20 million U.S. dollars in 2019. The Pebble could wirelessly connect to an iPhone or Android smartphone to provide the user with notifications; the device set the tone for things to come. However, its own story ended sadly: Pebble filed for insolvency in 2016 before most of the company’s assets were acquired by Fitbit. One reason for its collapse was the arrival of the Apple Watch, which embraced many of Pebble’s ideas and evolved them. Apple’s brand value was so strong that it quickly captured control of the smartwatch market.

Introduction

Fitbit vs. Apple Watch Statistics: As of 2025, the global smartwatch market comprises approximately 454.69 million users, reflecting a 41% increase from 2023. Within this expanding market, Apple Watch maintains a leading position with a 28% market share, while Fitbit holds a 12% share, marking a 2% increase from the previous year.

Apple's annual smartwatch shipments have declined from 43 million units in 2022 to 34 million units in 2024, representing a 19% year-over-year decrease. Despite this downturn, the Apple Watch user base has grown to over 200 million globally. In contrast, Fitbit's annual revenue stands at approximately USD 1.31 billion, and it ranks fourth in the global market share with 4.4%.

In the United States, Apple leads the fitness tracker vendor market with nearly 40% share, followed by Fitbit at 16%. The global fitness tracker market is projected to grow at a compound annual growth rate of 18.0%, reaching USD 162.8 billion by 2030.

This analysis presents a data-driven comparison of Fitbit and Apple Watch, focusing on market share, user base, and financial performance as of 2025.

The number of Apple Watch users worldwide reached over a 100 million mark in the year 2020. Growth in the number of users from 2015 may not appear steady but continues to accelerate in terms of adoption rates. The Apple Watch market share continues to hold a dominant position in 2020 as the wearables shipments grow.

The Apple Watch has a great appeal across all genders, age groups, and social statuses as it doubles up as a fitness tracker with Apple's Fitness+ services.

Global smartwatch shipments are forecast to reach 113 million units by 2022, out of which 46.9 million will be Apple Watch devices. Apple's iWatch has dominated the smartwatch market since its debut; although forecasts suggest that its market share will decrease with time, Apple will remain the strongest player in the field.

The displayed data on the share of Apple watch users by age shows results of the Consumer Insights Global survey conducted in the United Kingdom in 2024. Some 24 percent of UK internet users aged 30 to 39 years own Apple watches.

Introduction

Garmin vs. Apple Watch for Fitness Statistics: Garmin and Apple are prominent players in the global smartwatch market, each offering distinct advantages in fitness tracking and health monitoring. Apple holds a 21% share of the global smartwatch market, while Garmin maintains a strong presence, particularly among serious athletes and outdoor enthusiasts.

In terms of battery life, Garmin devices significantly outperform Apple Watches. For example, the Garmin Fenix 8 offers up to 13 days of battery life in smartwatch mode and up to 49 hours in GPS mode, whereas the Apple Watch Ultra 2 provides up to 36 hours of battery life, extendable to 60 hours in low-power mode.

Regarding pricing, the Apple Watch Series 10 is available for USD 299, down from its original price of USD 399. The Garmin Forerunner 265 is priced at USD 349.99, reduced from USD 449.99.

The global fitness tracker market was valued at USD 62.03 billion in 2024 and is projected to grow to USD 72.08 billion in 2025, with an expected increase to USD 290.85 billion by 2032, reflecting a compound annual growth rate (CAGR) of 22.1%.

Introduction

Smartwatches Statistics: In 2024, the global smartwatch market was valued at approximately USD 39.1 billion, with projections indicating a compound annual growth rate (CAGR) of 9%, potentially reaching USD 92 billion by 2034. Despite this growth trajectory, the market experienced a 7% year-over-year decline in shipments, marking its first-ever contraction .

Apple maintained its leading position with a 28% market share, although it faced a 19% decrease in shipments compared to the previous year. Conversely, Xiaomi emerged as a significant competitor, recording a remarkable 135% increase in sales and securing a position among the top five smartwatch manufacturers globally. The number of smartwatch users worldwide was estimated at 224.31 million in 2024, reflecting the growing adoption of wearable technology.

Regionally, China accounted for 28% of global smartwatch shipments, surpassing other countries in market share. These statistics underscore the dynamic nature of the smartwatch industry, highlighting both challenges and opportunities for stakeholders.​

In 2019, global shipments of Apple Watches surpassed the entire Swiss watch industry by 9.6 million units. This marks a significant change from the previous year, when the Swiss watch industry was still selling more watches than Apple.

The European smart watch market, valued at €6.11 billion in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 10.84% from 2025 to 2033. This expansion is driven by several key factors. Increasing consumer adoption of wearable technology for fitness tracking, health monitoring, and contactless payments fuels market demand. The rising popularity of sophisticated features like advanced health sensors (ECG, SpO2), longer battery life, and stylish designs further enhances the appeal of smartwatches across diverse demographics. The prevalence of AMOLED and PMOLED displays, offering superior visuals and energy efficiency, is also a significant contributor to market growth. Furthermore, the market segmentation across operating systems (WatchOS, Wear OS, others), display types (AMOLED, PMOLED, TFT LCD), and applications (personal assistance, medical, sports, others) reveals diverse growth opportunities for manufacturers. Strong competition among major players like Apple, Samsung, Fitbit, and Garmin fosters innovation and drives down prices, making smartwatches more accessible to a wider consumer base. Specifically within Europe, strong demand is anticipated from countries like the United Kingdom, Germany, France, and other major economies. The increasing integration of smartwatches with smartphones and other IoT devices will amplify their utility and continue to drive future growth. However, challenges remain. Pricing remains a barrier for budget-conscious consumers, while concerns over data privacy and battery life continue to influence purchase decisions. The market's susceptibility to technological advancements and the emergence of competitive alternatives (e.g., smart rings) also present potential restraints. Nevertheless, given the continuous innovation in features and functionalities, and the expanding applications of smartwatches across various industries (healthcare, sports, etc.), the European market is poised for sustained and substantial growth in the coming years. The expanding range of applications, from basic fitness tracking to more complex health monitoring and mobile payment solutions, will likely drive adoption across a wider user base, contributing to the continued success of the market. Recent developments include: October 2023: Samsung continued its lineup of successful smartwatches during its Unpacked event and revealed the Galaxy Watch 6 Classic and Watch 6, much earlier than their predecessors. Watch 6 40mm/44mm specs: 1.3"/1.5" Sapphire Crystal displays, 1.4 GHz Exynos W930, 2GB/16GB memory, 300mAh/425mAh battery, Watch 6 water resistance, 5ATM + IP68. The Galaxy Watch 6 takes over the smart timepiece duties from last year's Galaxy Watch 5 but comes with a 20% bigger screen in a package of similar size, meaning a much slimmer bezel as well. In fact, the bezel of the Watch 6 has been slimmed down by 30% for a more elegant look., September 2023: Apple introduced the Apple Watch Series 9, bringing new features to the world’s best-selling watch and performing a decisive environmental milestone. Apple Watch Series 9 is more advanced than ever with the new S9 SiP, which improves performance and abilities; a magical new double tap gesture; a brighter display; faster on-device Siri, Precision Finding for iPhone; now with the ability to access and log health data, and better. Apple Watch Series 9 runs watchOS 10, which supplies redesigned apps, the new Smart Stack, new watch faces, new hiking and cycling features, and tools to support mental health.. Key drivers for this market are: The Aging Population in European Countries with Increased Risk of Chronic Conditions, Growing Adoption of Connected Wearables in European Countries. Potential restraints include: The Aging Population in European Countries with Increased Risk of Chronic Conditions, Growing Adoption of Connected Wearables in European Countries. Notable trends are: Growing Adoption of Connected Wearables in European Countries is Expected to Drive the Studied Market.

The global electronic watch market, valued at approximately $XX million in 2025 (assuming a logical extrapolation from available data and market trends), is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 13.20% from 2025 to 2033. This expansion is fueled by several key drivers. The increasing adoption of smartwatches and fitness trackers, driven by the growing health and wellness consciousness among consumers, is a significant factor. Furthermore, technological advancements leading to improved features such as enhanced battery life, more sophisticated health monitoring capabilities (heart rate, sleep tracking, etc.), and seamless integration with smartphones are boosting market appeal. The diversification of styles catering to various demographics, including men's, women's, and unisex options, along with a range from mass-market to luxury segments, contributes to the market's breadth and growth potential. The rise of e-commerce platforms also plays a vital role, providing convenient access to a wider range of products and brands. However, the market faces certain restraints. Competition among established players like Apple, Samsung, Fitbit, and Garmin, along with emerging brands, intensifies price pressure and necessitates continuous innovation. Concerns regarding battery life, data privacy, and the potential health impacts of prolonged screen time could also temper growth. Despite these challenges, the market's segmentation, encompassing various product types, end-users, and distribution channels (online and offline), offers ample opportunities for growth across diverse consumer segments. The significant presence of major players in regions like North America and Asia-Pacific (especially China and India) indicates strong regional variations and provides fertile ground for strategic market expansion. The market is expected to see continued innovation in materials, design and functionality, creating a dynamic environment characterized by strong competition and exciting developments. Recent developments include: In April 2022, India-based smart accessories and audio brand Gizmore has launched its first 'Made in India' smartwatch with premium features at an affordable price., In October 2021, Apple launched Apple Watch Series 7, featuring a larger, more advanced, and Always-On Retina Display, Built-In Compass, and International Emergency Calling., In June 2021, Huawei Consumer Business Group launched of Huawei Watch 3 Series, which consists of Huawei Watch 3 and Huawei Watch 3 Pro, two smartwatches powered by HarmonyOS 2 to bring consumers convenient and smart life experiences that are underpinned by enhanced interaction, independent connectivity, and all-scenario interconnectivity.. Key drivers for this market are: Aggressive Marketing and Strategic Investments by Key Players, Growing Prevalence of Smokeless Tobacco Supported By Growth in Production of Tobacco. Potential restraints include: Stringent Government Regulations Leading to Ban on Smokeless Tobacco. Notable trends are: Strong Demand from Fitness Conscious Consumer.

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Smartwatch Market Size 2025-2029

The smartwatch market size is forecast to increase by USD 46.3 billion at a CAGR of 15.5% between 2024 and 2029.

The market is experiencing significant growth, driven by technological advancements in the semiconductor industry. This progression is leading to the development of more advanced and feature-rich devices. Another key trend is the increasing number of patent filings by smartwatch manufacturers, indicating a high level of innovation and competition in the market. However, concerns over data security and privacy are also on the rise, as these devices often collect and store sensitive user information.
Addressing these challenges through strong security measures will be crucial for market growth. Overall, the market is poised for continued expansion, fueled by technological innovations and consumer demand for wearable technology.
The global smartwatch market is experiencing significant growth, with shipment volume projected to reach 110 million units in 2023. This growth can be attributed to the increasing penetration rate of urbanization and the demand for aesthetically appealing, advanced products. OLED-based smartwatches, utilizing organic light emitting diodes, are driving innovation with their vibrant displays and power efficiency. This technology, combined with the convenience and functionality of smartwatches, is making them an essential accessory for tech-savvy consumers.

What will be the Size of the Market During the Forecast Period?

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The market has experienced significant growth in recent years, driven by various factors. Urbanization and the increasing trend towards digitalization have led to an increased demand for wearable technology. Millennials, in particular, have shown a strong affinity for these devices, making them a key demographic in the market. Fitness industry players have also embraced smartwatches, recognizing their potential in fitness tracking and health monitoring. These devices offer advanced features such as heart health monitoring, SpO2 sensors, and electrocardiograms, enabling users to monitor their real-time health status. Health consciousness is another significant factor fueling the growth of the market. Consumers are increasingly seeking ways to monitor their health and wellness, and smartwatches provide a convenient and accessible solution. OLED-based smartwatches offer high-resolution displays, making it easier for users to track their fitness progress and monitor health metrics.
Furthermore, health monitoring smartwatches with fall detection and native sleep tracking capabilities have gained popularity. These features provide users with valuable insights into their overall health and wellbeing, offering peace of mind and enabling early intervention for potential health issues. The market also caters to specific health conditions, such as diabetes, with glucose monitoring capabilities. These devices offer real-time monitoring and alerts, allowing users to manage their condition more effectively and improve their quality of life.

In conclusion, the market is poised for continued growth, driven by urbanization, millennials, the fitness industry, health consciousness, and advanced health monitoring features. These devices offer a convenient and accessible solution for individuals seeking to monitor their health and wellbeing in real-time.

How is this market segmented and which is the largest segment?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Type

  Integrated
  Standalone


OS

  Android wear
  Apple watch OS
  Fitbit OS
  Tizen OS


Geography

  North America

    Canada
    US


  APAC

    China
    Japan


  Europe

    Germany
    UK
    France
    Italy
    Spain


  South America

    Brazil


  Middle East and Africa

By Type Insights

The integrated segment is estimated to witness significant growth during the forecast period.

Integrated smartwatches offer advanced features by connecting to other computing devices via Bluetooth or WiFi. These features include internet access, messaging, social media notifications, weather updates, and music streaming. The market is experiencing growth due to increasing penetration of affordable smartwatches in emerging economies and the entry of traditional watch manufacturers.

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The integrated segment was valued at USD 19.40 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 40% to the growth of the global market during the forecast period.

Technavio's analysts

The global sports smartwatch market is experiencing robust growth, driven by increasing health consciousness, technological advancements, and the rising popularity of fitness tracking and athletic performance monitoring. The market, segmented by application (outdoor and indoor sports) and type (entertainment and professional), shows strong potential across various regions. While precise market sizing for 2025 requires proprietary data, we can reasonably estimate a market value exceeding $15 billion based on reported CAGR and publicly available data on similar tech sectors. This growth is fueled by several key trends: the integration of advanced sensors (heart rate variability, SpO2, GPS), the development of sophisticated fitness apps with personalized training plans, and the growing adoption of smartwatches by athletes of all levels. The availability of a wide range of price points and features caters to diverse consumer needs, further boosting market penetration. However, challenges remain, including the relatively short battery life of some devices and the potential for data privacy concerns. Competition among established players like Apple, Garmin, Fitbit, and emerging brands is intense, leading to continuous innovation and price optimization. The dominance of North America and Europe is expected to continue, although the Asia-Pacific region is poised for significant growth due to its expanding middle class and increasing smartphone penetration. The professional segment is witnessing faster growth than the entertainment segment, fueled by the demand for precise performance data among athletes and coaches. Outdoor sports applications continue to lead, benefiting from features like enhanced GPS accuracy and rugged designs. Future growth will depend on factors such as the introduction of innovative functionalities (sleep monitoring improvements, stress management features), the development of more user-friendly interfaces, and the successful mitigation of user privacy concerns. The market's trajectory suggests a continued upward trend, with consistent improvements in technology and broader consumer adoption.

Apple is the leading company in the smartwatch industry in terms of shipment share, accounting for 28 percent of worldwide shipments as of the fourth quarter of 2024. Other vendors made up the remaining 72 percent.

The global sports smartwatch market is experiencing robust growth, driven by increasing health consciousness, the rising popularity of fitness tracking, and technological advancements leading to more sophisticated and feature-rich devices. The market, estimated at $15 billion in 2025, is projected to expand at a Compound Annual Growth Rate (CAGR) of 12% from 2025 to 2033, reaching approximately $40 billion by 2033. Key drivers include the integration of advanced sensors for accurate data capture (heart rate, GPS, sleep tracking), the rise of connected fitness applications and ecosystems, and the increasing affordability of smartwatches. The market is segmented by application (outdoor and indoor sports) and type (entertainment and professional). The professional segment, fueled by athletes and coaches utilizing data-driven performance analysis, exhibits faster growth than the entertainment segment. Major players like Apple, Garmin, Fitbit, and Samsung are constantly innovating, introducing new features, and expanding their product lines to cater to diverse consumer needs and preferences. Regional variations exist, with North America and Europe currently holding significant market shares, while the Asia-Pacific region displays substantial growth potential driven by increasing disposable incomes and smartphone penetration. The market's expansion is tempered by factors such as high initial costs, battery life limitations, and concerns about data privacy. Despite challenges, the long-term outlook for the sports smartwatch market remains positive. Continued innovation in areas such as battery technology, sensor accuracy, and integration with other wearable devices will drive further growth. The increasing focus on personalized fitness plans and the expanding use of smartwatches in professional sports will also contribute to market expansion. Furthermore, the rising adoption of smartwatches among diverse demographics, from casual fitness enthusiasts to professional athletes, signifies a broad and sustained market demand. The competitive landscape remains dynamic, with existing players engaging in strategic partnerships, mergers, and acquisitions to enhance their market position and introduce innovative products. The focus on integrating advanced features like personalized coaching, advanced health metrics, and seamless data integration will continue to shape the future of this burgeoning market.

Introduction

iPhone Statistics: The iPhone, introduced by Apple in 2007, revolutionized the mobile phone industry with its groundbreaking features such as a touchscreen interface and virtual keyboard. It quickly became a lifestyle product, setting new standards for how people interact with technology. Over the years, Apple has continued to innovate, releasing 15 models of the iPhone, each more advanced than the last. This continuous improvement has allowed the iPhone to maintain its position as Apple’s most successful product, contributing significantly to the company’s overall growth.

In 2023, iPhone sales reached an impressive 232 million units, generating more than 200 billion U.S. dollars in revenue for Apple. This success has made the iPhone a cornerstone of the company, shaping its business in critical ways. Despite the rise of other popular Apple products, such as the Apple Watch and services like the App Store, the iPhone still accounted for around half of Apple’s total revenue in 2023.

The iPhone's influence on the global smartphone market has also pushed competitors to innovate. In recent years, the smartphone market has been dominated by Apple and Samsung, with Apple surpassing Samsung in global smartphone shipments for the first time in 2023, holding just over 20% of the market share. While Apple's iOS powers only the iPhone, Google's Android system dominates the operating system market due to its compatibility with various brands. As the technology landscape evolves, Apple and its iPhone must continue to innovate to stay competitive in the consumer electronics industry.

The global smartwatch market is experiencing robust growth, driven by increasing consumer demand for wearable technology and the integration of advanced health and fitness tracking features. The market, estimated at $50 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033, reaching approximately $150 billion by 2033. This expansion is fueled by several key factors. The rising adoption of smartphones, which act as a crucial ecosystem for smartwatch functionality, is a significant driver. Furthermore, advancements in sensor technology, enabling more precise health monitoring (heart rate, sleep patterns, ECG), and the incorporation of diverse functionalities like contactless payments and app notifications contribute to increased desirability. The market is segmented by application (personal and commercial) and type (companion, standalone, and classic smartwatches), with the companion smartwatch segment currently dominating due to its seamless integration with smartphones. Major players like Apple, Samsung, and Garmin are leading innovation and capturing significant market share through continuous product improvements and aggressive marketing strategies. However, challenges remain, including battery life limitations, high initial costs for premium models, and concerns about data privacy. Despite these challenges, the long-term outlook for the smartwatch market remains exceptionally positive. Growth in emerging economies, particularly in Asia-Pacific regions like India and China, presents substantial untapped potential. The increasing adoption of smartwatches in the commercial sector, especially for workforce management and industrial applications, further adds to market expansion. Future trends include the integration of more sophisticated health sensors (blood glucose monitoring, blood oxygen saturation), enhanced AI-powered features (personalized health recommendations), and the development of more durable and water-resistant designs. Companies are also focusing on developing more sustainable and ethically sourced materials to address growing environmental concerns. The competitive landscape is dynamic, characterized by continuous innovation and strategic partnerships, ensuring a vibrant and rapidly evolving market for the foreseeable future.