Apple held number one spot in global smartwatch market in Q4 2020, shipping 12.9 million Apple Watch Series 6 and SE models

Recent research shows that despite global smartwatch shipments seeing a small YoY decrease due to the on-going Covid-19 pandemic, Apple managed to ship 12.9 million Apple Watch Series 6 and SE models increasing its market share by 6% and shifting the overall market closer to the premium segment.

The Cupertino tech giant released Apple Watch Series 6 in September of last year. The Watch comes in dynamic colors like red, blue and offers new band options and watch faces. Apple Watch Series 6 is created to present health benefits, features to help track workouts, and Family Setup features for safe communication. The Watch further features a health sensor to track and monitor blood oxygen levels and more.

watchOS 7.3.1

Apple help top spot in global smartwatch shipments, shipping 12.9 Apple Watch Series 6 and SE models

The research data comes from Counterpoint Research, it is a firm that services major technology and financial firms with a combination of customized projects, monthly reports, and detailed analysis of the technology and mobile markets.

Globalt smartwatch shipment - apple watch series

Amid the ongoing global health crisis, Apple saw a 19% increase in shipments year-on-year. Last year Apple controlled 34% of the market, being the largest smartwatch maker in Q4 2019. By the final quarter, Apple Watch Series estimated 40% of the total market share.

The research also showed that Samsung increased its share by 1% YoY, rebounding in the second half of the year with the release of the Galaxy 3 Watch. Huawei helped to increase the overall smartwatch shipment with 26% shipment YoY growth despite U.S. sanctions. Other Chinese brands like Xiaomi and Amazfit also saw double-digit YoY growth.

The data shows that there has been a notable market shift to more expensive watches. Q4 2020 indicates ASPs (average selling prices) are on the ascent. The biggest segment of 2019 shrank by 7%pts, whereas the premium segment ($300-plus) saw growth of 8%pts. Apple contributed to this segment a lot, dominating the market share by over 70%. Counterpoint Senior Analyst Sejeong Lim noted,

The smartwatch market is being driven by three premium brands – Apple, Samsung and Huawei. We believe the ASPs will continue to rise over the next two to three years as these companies’ flagship models continue to lead. On the other hand, Apple’s success with its Watch SE model will likely spur others like Samsung to release similar variants, moving closer to the mass market. Over a three to four years timeframe, we see budget players like OPPO and realme gaining a significant share, intensifying overall competition and bringing down the prices

Apple Watch Series 6 - Counterpoint research global shipments

Apple’s contribution to the market share can also be credited to the new Apple Watch Series SE’s success. Apple released the SE model with its flagship Apple Watch Series 6 at a lower price of $279. The SE models do have certain limitations to them like the absence of an always-on display, faster processor, and ECG feature.

Have you tried out the Apple Watch Series 6 or SE models? What are your thoughts about the watch? Let us know in the comments below!

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About the Author

Usman has been playing games for as long as he can remember. He is an editor at iThinkDifferent and writes about games, Apple news, hardware, productivity guides, and more. When not writing for iTD, Usman loves to play competitive Team Fortress 2, spends time honing his football skills, and watches superhero movies.


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