Apple Watch Sales Fall Again at Christmas (2024) – probably
Apple’s corporate results for the quarter ending 31 December 2024 include Christmas sales and most channel shipments to retailers. As you can see from the excerpt above of its consolidated financial statements, the division, including wearables sales, fell from $11,953m to $11,747m, mirroring a similar fall in iPhone sales. There is hardly a massive fall in percentage terms, but it is a trend that continues from earlier quarters.
The caution to add is that the category includes other products, which could account for the fall.
Apple has seen this coming. The company is rumoured to soon release new home products and perhaps even a Watch SE 3 in the first half of the year (i.e. not the usual September timeframe for a Watch).
This site mainly deals with sports- and fitness-related tech, and the only excitement is that there might be an upgraded Apple TV4k / TV8K Gen 4 in the next few months. However, that product is leaked as happening for one month, only for the source to contradict themselves the following month, so who knows? Apple TV8K would bring the tech improvements implied by the name and include additional Bluetooth features and performance boosts for bike riders training indoors. The existing TV4K is a very cost-effective way to run Zwift/Mywhoosh at a decent level of performance and on a platform that works reliably.
The other interesting observation is the significant fall in sales recorded in Greater China, which I understand to be primarily attributable to iPhone sales declines as domestic brands take over their traditional sales. This move has more long-term implications for tech and wearables, indicating increasing regionalisation I,e. de-globalisation. Put bluntly, non-Chinese brands will find it increasingly more challenging to sell in China.
Last Updated on 29 January 2026 by the5krunner
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tfk is the founder and author of the5krunner, an independent endurance sports technology publication. With 20 years of hands-on testing of GPS watches and wearables, and competing in triathlons at an international age-group level, tfk provides in-depth expert analysis of fitness technology for serious athletes and endurance sport competitors.
