The Apple Watch market share reached an impressive 51% of the global smartwatch category in 2020, cementing Apple's lead in the wearable space. According to a report covering the year, the US company dominated the segment as health awareness surged during the Covid epidemic and demand for fitness equipment grew tremendously. With more people tracking their fitness, heart rate and overall wellbeing at home, the wearable industry recorded one of its strongest years yet — and Apple captured the lion's share of that growth.
Apple Watch market share hit 51% worldwide in 2020
The report notes that smartwatches running on third-party applications held a market share of 24.5%, while Apple was the leader in this category with 51% market share. In other words, more than half of every smartwatch shipped globally that year was an Apple Watch, leaving the rest of the field to split what remained. Apple maintained strong sales even as the annual growth of other companies grew at a rate of just 1.5% in 2020 — Apple's own market share saw growth of 6%. In the last quarter of 2020, the company held a 40% market share of the smartwatch segment, underlining how consistently it stayed ahead of rivals across the year.
India: 26 lakh watches sold, Series 3 and 6 in demand
In India, 2.6 million (26 lakh) units were shipped over the year, growth of 139.3% on an annual basis — one of the standout regional stories of the period. During this time the demand for fitness bands decreased, but the demand for smartwatches increased, marking a clear shift in what Indian buyers wanted on their wrists. Navkendar Singh, Research Director, Client Devices & IPDS, IDC India, said, "India has seen growth mainly in the Apple Watch 3 and Watch 6 series in 2020. Apple Watch has strengthened its hold on Indian customers."
Why customers kept buying
In the Indian market, customers bought aggressively due to price cuts on the old series of Apple Watch, bank offers, and promotional discounts on Series 5 and Series 6. Jaipal Singh, Associate Research Manager, Client Devices, IDC India, said that price in smartwatches is no longer a big challenge for customers.
Series 6 and SE drove global volume
The Apple Watch Series 6 and SE were seen in demand worldwide. Together the company sold a total of 12.9 million (1.29 crore) units. This sustained appetite for premium wearables helped Apple hold its commanding position even as rivals struggled to grow. For more coverage, browse all Apple news and launches.
| Specification | Details |
|---|---|
| Global smartwatch market share (2020) | 51% |
| Q4 2020 market share | 40% |
| Annual market share growth | 6% |
| Units shipped in India (2020) | 2.6 million (26 lakh) |
| India annual growth | 139.3% |
| Series 6 and SE units sold worldwide | 12.9 million (1.29 crore) |
| Top models in India | Apple Watch Series 3 and Series 6 |
The takeaway on Apple's wearable lead
The numbers paint a clear picture: rising health awareness, aggressive pricing, and a strong lineup spanning the Series 3 to the Series 6 and SE allowed Apple to capture more than half of the worldwide smartwatch market in 2020 while competitors barely grew.
