These days, you need a sized computer that fits into your pocket. That’s what makes Apple’s iPhone no. 1 in the world. You probably also still need a computer for your lap or your desk. But a computer for your wrist? That feels more like an accessory at best, and extravagance at worst. Yet Apple Watch has proven over the last few years that it can also come to feel INDISPENSABLE.
“40% of the smartwatches that sold in the last quarter of 2020 were Apple Watches”. To be precise, the Apple Watch SE and Apple Watch Series 6 selling an estimated 12.9 million between them. This report from Counterpoint Research, which previously revealed that the iPhone 12 quickly became the world’s best selling 5G phone, now says much the same for the Apple Watch. Overall, sales for smartwatches in Q4 2020 were slightly lower than for the same period in 2019, but Apple increased its share.
According to Counterpoint Research data, Apple Watch accounted for 40% of all smartwatch sales in the quarter. Its closest rival was Samsung at just 10%.
This compares to the same period in 2019 when Apple had a 34% market share, while Samsung had 9%. According to Counterpoint, “the coronavirus pandemic meant sales in the quarter were slightly down on the previous year, which made for an almost flat 2020 compared to 2019.”
The research institution went further to explain that the Apple Watch Series 6 and SE did well. The number of units shipped was 12.9 million which accounted for the 40% market share in Q4 2020. Adding that, “Samsung increased its share by 1%pt YoY, rebounding in the latter half of the year with the launch of its Galaxy 3 Watch.”
Sujeong Lim, a research analyst at Counterpoint, confirmed that Apple’s increasing share means smartwatches with higher average selling prices (ASPs) are on the rise. According to Lim, “Apple, Samsung and Huawei – the three premium brands – are current leaders of the smartwatch market. “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,” she continued, “Apple’s success with its Watch SE model will likely spur others like Samsung to release similar variants, moving closer to the mass market.”
Q4 sales figures are significant because both the Apple Watch SE and the Apple Watch Series 6, began shipping on September 18, 2020. That means the majority of their sales were during the holidays.
