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Apple Watch Takes 46% Smartwatch Share in Q2 2019

by Neil Mawston | Aug 06, 2019

According to new research from our Wearables Device Ecosystems (WDE)service, global smartwatch shipments grew an impressive 44 percent annually to reach 12 million units in the second quarter of 2019.

Apple Watch maintained first position with 46 percent global smartwatch marketshare, while Samsung returned to second place, and Fitbit slumped to third.

Global smartwatch shipments grew an impressive 44 percent annually from 8.6 million units in Q2 2018 to 12.3 million in Q2 2019. Smartwatch growth continues to soar, as consumers increasingly accessorize their smartphones with fitness-led wearables.

1. APPLE shipped 5.7 million smartwatches worldwide in Q2 2019, rising an above-average 50 percent from 3.8 million in Q2 2018. Apple Watch remains a long way ahead of the chasing pack and its global smartwatch marketshare has grown to 46 percent this quarter, up from 44 percent a year ago. Apple Watch has fended off strong competition from hungry rivals like Fitbit. Apple remains the clear smartwatch market leader.

2. SAMSUNG shipped 2.0 million smartwatches worldwide in Q2 2019, more than doubling from 0.9 million a year ago. Samsung’s global smartwatch marketshare has jumped from 11 percent to 16 percent during the past year. Samsung is now established as the world’s number two smartwatch vendor. Recent new models, such as Galaxy Watch Active 2, should enable Samsung to solidify its global smartwatch presence for the rest of this year.

3. FITBIT shipped 1.2 million smartwatches worldwide in Q2 2019, dipping from 1.3 million in Q2 2018. Fitbit captured 10 percent global smartwatch marketshare this quarter, slumping from 15 percent a year ago. Fitbit has struggled to compete with Apple Watch at the higher end of the smartwatch market, while its new Versa Lite model has struggled to take-off at the lower end. Fitbit will have to move fast to execute a recovery, because Samsung, Garmin, Fossil and other competitors are keen to grab a slice of its valuable health and fitness customers.

Exhibit 1: Global Smartwatch Vendor Shipments and Marketshare in Q2 2019  [1]

Global Smartwatch Vendor Shipments (Millions of Units)

Q2 '18

Q2 '19

Apple

3.8

5.7

Samsung

0.9

2.0

Fitbit

1.3

1.2

Others

2.6

3.4

Total

8.6

12.3

Global Smartwatch Vendor Marketshare (% of Total)

Q2 '18

Q2 '19

Apple

44.4%

46.4%

Samsung

10.5%

15.9%

Fitbit

15.2%

9.8%

Others

29.8%

27.9%

Total

100.0%

100.0%

Total Growth YoY (%)

55.4%

43.6%

Source: Strategy Analytics

 

Our full report, Global Smartwatch Vendor Market Share by Region: Q2 2019, is published to clients here: https://tinyurl.com/y3lgvwhy.



[1]  Numbers are rounded.

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