Apple Watch sales tank by 19%: Are users over smartwatches?

It has been nearly a decade since Apple launched the Apple Watch, calling it its "most personal device yet." The smartwatch quickly became a bestseller, dominating the wearables market for years. But new sales figures tell a different story—one where Apple’s smartwatch isn’t as popular as it used to be.

According to Counterpoint Research, Apple Watch sales dropped by 19% in 2024, marking the first major decline in the product’s history. Meanwhile, competitors like Xiaomi (135% growth), Huawei (35%), and Samsung (3%) saw their sales increase. So, what’s causing Apple Watch users to give up on their devices? Here are the biggest reasons behind this shift.

Notification overload is driving users away

Many former Apple Watch users say they got tired of having constant alerts and reminders buzzing on their wrist. What was once seen as a convenient way to stay connected now feels more like a distraction.

Some have described the watch as nothing more than a second screen for their phone, overwhelming them with notifications they didn’t need. Others felt that the constant tracking of activity, reminders to stand, and fitness goals made the device feel less like a helpful tool and more like a digital nagging assistant. While Apple allows notifications to be turned off, many users have chosen to simply stop wearing the watch altogether.

Weak upgrades made it easy to skip

Counterpoint Research noted that North America played the biggest role in Apple Watch’s decline, as consumers held off on buying new models due to the lack of compelling updates. Moreover, Apple faced some massive legal challenges with its smartwatch business in the US, because of which it was banned from selling the Watch Ultra 2 in the region.

Compared to brands like Xiaomi and Huawei, which introduced more affordable and feature-packed alternatives, Apple’s smartwatch lineup has started to feel stagnant.

Apple’s latest Series 10 Apple Watch lineup failed to generate excitement. Unlike previous years, the company didn’t launch an Ultra 3 model, and no new SE version was introduced. With only minor feature upgrades, many potential buyers saw little reason to spend money on a new model.

Growing competition is offering more for less

Apple Watch sales didn’t just decline—competitors gained ground at the same time. Brands like Xiaomi and Huawei posted massive sales growth, while Samsung continued to expand its presence in the smartwatch market.

Xiaomi, in particular, saw an astonishing 135% sales growth in 2024, largely due to its affordable wearables that offer fitness tracking, long battery life, and basic smart features. Huawei and Samsung also attracted customers by focusing on health tracking, battery efficiency, and strong integration with their smartphone ecosystems. As a result, consumers looking for a reliable smartwatch experience without spending a premium are now choosing alternatives to Apple Watch.

Legal issues and shipping delays didn’t help

Apple also faced setbacks unrelated to consumer interest. Legal disputes over patents caused delays in Apple Watch shipments in the first half of 2024, affecting overall sales numbers.

Additionally, the slow sales of the existing Apple Watch SE lineup further contributed to Apple’s decline in the smartwatch market. Unlike previous years, where the SE model helped drive sales among budget-conscious buyers, the lack of a refreshed version meant that fewer customers saw the need to upgrade.

Is the Apple Watch era coming to an end?

The Apple Watch remains one of the best-selling smartwatches ever, but the drop in sales signals a shift. With users growing tired of constant notifications, underwhelming updates, and increased competition, the device may no longer hold the same appeal it once did.

Apple’s challenge now is to reignite interest in its smartwatch lineup, either through meaningful feature upgrades, a new pricing strategy, or an SE model refresh. Otherwise, more users may start leaving their Apple Watches behind—for good.

Would you still buy an Apple Watch, or have you moved on to something else?