Apple Watch: total sales reach 100 billion US dollars
What was once a niche product has become a big seller: In ten years since its first appearance, the Apple Watch has become hugely lucrative for Apple.
Apple Watch Ultra: The third variant is probably coming this week.
(Image: Apple)
Official figures on how many computer watches Apple has already sold and how much revenue they have generated are not yet available. The manufacturer summarizes the revenue from the Apple Watch in the “Wearables, Home, and Accessories” product group, which also includes various other products. Market research company Counterpoint has now produced a new overall calculation based on forecasts and channel insights. According to this, in the second quarter of 2025, Apple exceeded the USD 100 billion mark in combined Apple Watch sales—since the smartwatch went on sale in April 2015.
Apple Watch keeps users in the ecosystem
“The rise has been driven by the continuous development of health features such as ECG and sleep apnea as well as the diversification of the portfolio in various price segments,” the analysts write. Apple is the “industry leader” in health tracking. The Apple Watch has also long ensured that users remain in the company's ecosystem “because the devices are exclusively compatible with the iPhone.” In fact, it is still impossible to use an Apple Watch without an Apple cell phone. Although it is now possible for families to configure individual watches for family members, this is simply not possible from Android devices.
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In addition, only the Apple Watch can access all iPhone content and work with notifications without restrictions. In some regions of the world, such as the EU, regulators are therefore taking action against Apple and want computer watches from other manufacturers to have the same rights. Apple rejects this, emphasizing security reasons. In addition to this pressure on Apple, Counterpoint also sees more and more competition in the future, for example, from Samsung or Google. Nevertheless, growth can be expected when Apple presents new Apple Watch models (presumably today), including a Series 11 and an Ultra 3.
Gradual improvements—sometimes too gradual
Counterpoint lists the various steps that Apple has taken with its Watch. These include sports tracking in the first generation, LTE in the Series 3, 1-channel ECG in the Series 4, and accident detection in the Ultra, Series 8, and SE from 2022. Apple recently added sleep apnoea detection.
However, blood pressure measurement or—which would be an innovation—blood glucose monitoring have still not been implemented. Apple has also not updated the Apple Watch Ultra for two years—the Ultra 2 was only given a new color last year. Nevertheless, Apple should continue to make good money from its watch. “The combination of an expanded product portfolio and new features should help Apple reverse a decline in market share by attracting new customers and encouraging existing users to upgrade,” writes Counterpoint.
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