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Apple Watch Shipments Plunge 19% Amid Fierce Competition

5/8/2025

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Summary

Story summary

Apple's smartwatch shipments plummeted 19% in 2024, continuing a troubling trend for the second year. The lack of a new Apple Watch SE and only minor updates to the Series 10, coupled with fierce competition, drove this decline. North America, which accounts for over half of sales, experienced the steepest drop. Hopes for recovery rest on a revamped SE and Ultra 3 in 2025.

History

Historical Context

Apple's smartwatch shipments fell 19% in 2024, echoing the Swiss watch industry's crisis in the 1980s. Back then, Swiss brands struggled against quartz technology, leading to a dramatic decline. Today, Apple faces similar challenges with stagnant innovation amidst rising competition, threatening its market dominance.

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Story summary

Apple's smartwatch shipments plummeted 19% in 2024, continuing a troubling trend for the second year. The lack of a new Apple Watch SE and only minor updates to the Series 10, coupled with fierce competition, drove this decline. North America, which accounts for over half of sales, experienced the steepest drop. Hopes for recovery rest on a revamped SE and Ultra 3 in 2025.

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