Apple Watch is still the best-selling smartwatch in the world, according to the Counterpoint report

According to market data from Counterpoint Research, Apple shipped 12.9 million models of the Apple Watch Series 6 and Apple Watch SE in the fourth quarter of 2020.


  • The global smartwatch market has seen an overall drop in shipments compared to last year.
  • Apple, however, saw a 19% increase in shipments compared to last year.
  • Apple’s market share growth can be attributed to the success of the new affordable ‌Apple Watch SE‌.

The global smartwatch market has seen an overall decline in smartwatch shipments compared to last year due to the current Covid-19 crisis. However, Apple saw a 19% increase in shipments year-over-year (year-over-year). Apple was the largest smartwatch maker in the fourth quarter of 2019, when it controlled 34% of the market. In the last quarter of last year, Apple Watch models accounted for 40% of the market share.

Counterpoint claims Apple Watch accounted for 40% of all smartwatch sales in Q4 2020; the closest rival was Samsung with only 10% of the market during the period October to December 2020. In the fourth quarter of the previous year, Apple held 34% of the smartwatch market share while Samsung held 9. %


Apple’s consolidation of market share can be attributed to the success of the new Apple Watch SE, the mid-range Apple Watch option. Apple released the SE model alongside its flagship 6 series for a lower price of $ 279, with a few caveats such as the lack of an always-on display, ECG functionality, and the faster S6 processor.

According to counterpoint analyst Sujeong Lim, Apple’s growing market share despite its rather high price tag means that smartwatches with higher average selling prices enjoy higher demand. Lim says, “The smartwatch market is driven by three premium brands – Apple, Samsung and Huawei,” she said. “We believe ASPs will continue to rise over the next two to three years as flagship models from these companies continue to dominate. On the other hand, Apple’s success with its Watch SE model will likely spur more others like Samsung to launch similar variants. closer to the mass market. “

In February, Apple crossed the 100 million mark for its Apple Watch shipments. According to Counterpoint, the global smartwatch market is seeing an increase in the average selling price of brands like Apple, Samsung and Huawei. This trend is expected to continue in 2021.