Counterpoint Research数据显示，苹果手表销量在过去几年持续下滑，2024年同比下降19%，2023年下降10%。北美市场是主要下滑区域，占苹果手表总销量的一半以上。即使推出了新款Series 10，销量依然下降。Counterpoint认为，主要原因是缺乏新款SE等平价型号的升级，导致用户升级意愿不足。Ultra型号价格较高，销量占比小。新款Ultra和SE预计将在今年晚些时候发布，有望缓解销量下滑趋势。

📉 苹果手表销量持续下滑：Counterpoint Research数据显示，2024年同比下降19%，2023年下降10%，北美市场是主要下滑区域。

⌚ 新款Series 10未能提振销量：即使在2024年9月推出了新款Series 10，苹果手表的销量依然出现了同比下降。

💰 缺乏平价型号升级是主因：Counterpoint认为，主要原因是缺乏新款SE等平价型号的升级，导致用户升级意愿不足。

🚀 新款Ultra和SE或将发布：彭博社报道称，苹果计划在今年晚些时候更新Ultra和SE产品线，有望缓解销量下滑趋势。

Apple Watch sales have been dropping continually for the last couple of years, according to new data from Counterpoint Research.

The market research firm released a new report on Tuesday, May 8, including data from its Global Smartwatch Shipment Tracker for the fourth quarter of 2024. Put simply, Apple suffered a 19 percent decline in Apple Watch shipments year-over-year in 2024. That followed a 10 percent drop in 2023. While there were declines across most regions (aside from India), the North American market in particular recorded significant declines in Apple Watch shipments last year. Given that more than half of all Apple Watch shipments go to this continent, that's not great for Apple.

Counterpoint's report also includes this nugget: Apple Watch sales fell despite the launch of the new Series 10 model in September 2024. As Counterpoint writes, "Q3 2024 was the first time Apple witnessed a YoY shipment decline in a quarter in which a new smartwatch series was also launched."

So, what's going on here?

The one big reason that Counterpoint puts forward to explain all of this has less to do with pricing or device quality than a simple lack of available upgrades for customers. In particular, the lack of a new budget SE model.

Apple didn't release a new Ultra or SE model alongside the Series 10 model last year. And as a pricier flagship, the Ultra only accounts for a small portion of total Apple Watch sales, less than 10 percent. There hasn't been a new Ultra since late 2023, and there hasn't been a new SE since late 2022. For comparison, the new Ultra Watch 2 costs $769 and the Series 10 $399, while the latest SE costs only $249, though it's usually on sale for under $200.

There's no guarantee in today's economically challenging world that simply releasing new Apple Watch SE and Ultra models would totally fix this trend for Apple, but a fresh budget offering couldn't hurt. Bloomberg's Mark Gurman reported earlier this year that Apple will indeed refresh both of those product lines later this year, so there's that, at least.