Skip to main content
  1. Home
  2. Wearables
  3. News

Apple Watch sales aren’t doing so hot — but CEO Tim Cook’s not worried

CEO Tim Cook optimistic about Apple Watch despite reported decline in sales

Christian de Looper
By

Apple Watch Series 2
Julian Chokkattu/Digital Trends
The Apple Watch may be the most successful smartwatch ever, but according to a recent report, even it may not be enough to captivate the hearts of consumers. While the Apple Watch continued to be the best-selling smartwatch, sales are predicted to be down 71 percent in the third quarter of 2016 compared to the same period in 2015, according to market research firm International Data Corporation. In raw numbers, Apple Watch sales sit at 1.1 million for the quarter.

The reason for the decline may be that the wearable market seems to continue to be dominated by cheaper fitness trackers from the likes of Fitbit, Xiaomi, and other companies. The news is especially problematic for Apple, considering that the third quarter of 2016 is when the company launched the Apple Watch Series 2.

Recommended Videos

Apple, however, now has something to say about the IDC report. In an email to Reuters, CEO Tim Cook noted that the number of units sold to consumers has hit an all-time high. “Our data shows that Apple Watch is doing great and looks to be one of the most popular holiday gifts this year,” Cook wrote. “Sales growth is off the charts. In fact, during the first week of holiday shopping, our sell-through of Apple Watch was greater than any week in the product’s history. And as we expected, we’re on track for the best quarter ever for Apple Watch,” he continued.

Related
The executive didn’t provide any specific numbers when it came to Apple Watch sales.

It’s possible that many Apple Watch customers were waiting for the new Series 2 model to be released and could not get their hands on it until the fourth quarter due to stock issues, but whatever the reason, a 70 percent drop is not good news for Apple. It’s also possible that many consumers didn’t see the Apple Watch Series 2 as enough of an upgrade — the device keeps the same design and really only adds GPS and waterproofing as far as new features go.

Apple doesn’t officially report Apple Watch sales numbers, so for now, all we have are estimates. Apple does report sales to investors through an “Other Products” business category, which includes the Apple Watch, iPods, Beats headphones, and more.

Apple is likely hoping that the upcoming holiday season will bring in big sales, but if this report is any indication,n Apple could have a serious issue on its hands. Or, um, wrists.

Article originally published on 12-5-2016. Updated on 12-6-2016 by Lulu Chang: Added Apple CEO Tim Cook’s response to IDC report.

Editors' Recommendations

Topics
Christian de Looper
Christian de Looper
Contributor
Christian’s interest in technology began as a child in Australia, when he stumbled upon a computer at a garage sale that he…
Don’t update your Apple Watch unless you want this ugly display bug
The Apple Watch Ultra with the Solo Loop band attached.

Last week saw the launch of watchOS 9.5, a relatively small update for Apple Watches that added the Pride Celebration watch face as well as fixed a few unspecified bugs. However, the update seems to be causing an irritating display issue for many users.

Posted to the subreddits r/AppleWatch and r/watchOS, users are reporting that the update has added a noticeable green/gray tint to their screens that changes the colors of the display and makes the usually crisp OLED screen look washed out. You can see what it looks like in the photos below.

Read more
I replaced my Apple Watch with a Garmin — and I don’t want to go back
Apple Watch Series 7 next to the Garmin Forerunner 265.

The Apple Watch has been my go-to wearable for years. I began my journey with the Apple Watch Series 1 in 2017, upgraded to the Apple Watch Series 4 shortly after it launched, and then jumped to the Apple Watch Series 7 in 2021. It's long been my smartwatch platform of choice, and I've never had any desire to switch to something else.

At least, that's what I thought before I began using a Garmin smartwatch. I started testing the Garmin Forerunner 265 earlier this year, and I went into it with a pretty clear plan: I'd wear the watch for a couple of weeks, write my review, and move back to the Apple Watch. Fast forward to now, and my Garmin Forerunner 265 review has been published, no further testing is required, and nothing is stopping me from returning to my Apple Watch. But here's the thing — I don't want to. Garmin's watch is so good that I have no desire to put the Apple Watch back on my wrist, and there are a few big reasons why.
The surprising importance of buttons

Read more
Surprise Apple sale brings big discounts on iPad and Apple Watch
Data from a workout showing on the screen of the Apple Watch Series 8.

There are plenty of great discounts on Apple devices over at Amazon right now. That means substantial price cuts on the latest Apple Watch range as well as plenty of iPads too. If you're keen to learn more, we're here to help. We've picked out some of our favorite Apple deals going on right now. Check them out below to see how you can save big on highly sought-after devices.
Apple Watch SE (2nd Gen) -- $220, was $249

The Apple Watch SE (2nd Gen) is a marvel at this price. Easily one of the best smartwatch deals, it covers everything you could need. You gain comprehensive yet easy-to-use fitness tracking thanks to Apple's Activity Rings system and steady stream of challenges and rewards. It's fast too thanks to having the latest processor. Despite that, you still get to enjoy a two-day battery life with the watch easily comfortable to wear all day long. It lacks the ECG and blood oxygen sensors of the Series 8 along with the always-on display, but that won't be an issue for everyone. The key thing is you get an excellent smartwatch at a great price.

Read more