Apple Watch far outsold all other smartwatches in Q4 2020

New research shows that 40% of smartwatches sold in the fourth quarter of 2020 were Apple Watches, with the Apple Watch SE and Apple Watch Series 6 selling an estimated 12.9 million between them.

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 34% market share, while Samsung had 9%. Counterpoint says that 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 Apple Watch Series 6 and SE did well," says Counterpoint, "shipping 12.9 million units and accounting for 40% market share in Q4 2020. Samsung increased its share by 1%pt YoY, rebounding in the latter half of the year with the launch of its Galaxy 3 Watch."

Source: Counterpoint Research

Counterpoint analyst Sujeong Lim concludes that Apple's increasing share means smartwatches with higher average selling prices (ASPs) are on the rise.

"The smartwatch market is being driven by three premium brands - Apple, Samsung and Huawei," said Lim. "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."

The fourth quarter sales figures are significant because both the Apple Watch SE and the Apple Watch Series 6, began shipping on September 18. That means the majority of their sales, and holiday ones, were in the fourth quarter.

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9 Comments

maestro64 19 Years · 5029 comments

About 3 years ago

These analysis talk like they actually know the numbers verses what they are really doing which is pulling numbers out of the air.

blastdoor 15 Years · 3594 comments

At its peak, the iPod sold over 20 million units in a quarter. It will be interesting to see if watch can match that.

GeorgeBMac 8 Years · 11421 comments

blastdoor said:

At its peak, the iPod sold over 20 million units in a quarter. It will be interesting to see if watch can match that.

The Apple Watch is a much harder sell because its features and functions are a combination of many minor esoteric things as well as things that are currently being done by other devices. For instance, take the timer: when cooking you can use a stove top timer or the microwave or your iPhone.   But, the Apple Watch does it easier, quicker and better than any or all of those combined.   But, people will say: "Why do I need an Apple Watch for "THAT".

But, its not just THAT. Its the combination of many THAT's.   But that is a hard concept to explain and to sell.
Essentially, it's really hard to know just how great the Apple Watch really is until you experience it for a few weeks or months.
... For some that will happen when they fall and the Apple Watch calls to get them help. For others when they see themselves getting healthier.

For me, my Apple Watch has become more critical to me than my iPhone.   If I were to leave home without one of them, it would be my iPhone not my Apple Watch.   In fact, if I leave home and realize I forgot my phone, I would not turn around -- because I have my Apple Watch which does pretty much everything I need and some things (like track my running pace, distance & heart rate) that my phone cannot do.

MplsP 8 Years · 4047 comments

The Apple Watch is quintessential Apple. There was no ‘new’ technology in it when they released it, and it didn’t really do anything that you couldn’t already do with an iPhone and a $20 Timex watch, but Apple managed to design, integrate and package it so it was something you didn’t know you needed and once it was on your wrist became something you couldn’t live without.

I’m exactly in that camp - I couldn’t see wasting $400 on a watch when the one I had worked just fine. My wife got one and convinced me to get one 3 years ago. Now I’m deciding when to get my next one. Dammit - once again Apple has convinced me to give them my money!

Beats 4 Years · 3073 comments

Where are these high numbers for AndroidWear(or whatever name of the month)?

I live in the U.S. and about 8/10 are Apple watches with 1 being a Fitbit AW knockoff and 1 being Samsung or “Other”.

For example, if I were to send you downtown to find an Apple Watch, the challenge will be over in less than 5 minutes. Maybe even in 5 seconds.
If I were to send you downtown to find a Fitbit or “Other” the challenge will likely last an hour+.