An Android phone maker just topped Apple in wearables (and it’s not Samsung)

Shipments of wrist-worn devices – including fitness band and smart watch — According to the latest data, global sales in the first three quarters of 2024 total 139 million units International Data Corporation (IDC). That’s a slight drop of about 1% from last year’s 140.5 million, suggesting the once-exploding category may be stagnant, at least temporarily.

The headline news this year is that Huawei has surpassed Apple in total wristband shipments, holding on to the top spot with 23.6 million units shipped, an impressive 44.3% increase from the same period last year.

This is even more impressive considering the smartwatch market in general isn’t hot. Global smart watch shipments in the first three quarters of 2024 totaled 112.2 million units, a decrease of 3.8% from last year. On the other hand, global sales of fitness trackers or smart bracelets increased by 12.7% to 26.8 million units.

Huawei’s updated product lineup, including the new Watch GT 5, GT 5 Pro, and Watch D2, and efforts to tailor its brand and products to different regions such as Asia Pacific, the Middle East, and Africa appear to be paying off handsomely.

Apple remains the undisputed leader in pure smartwatch shipments, even taking the top spot again in the third quarter with the new Apple Watch Series 10. Cater to consumer needs. and low cost competitor Apple has flooded the market with high-end products, which means it’s missing out on entry-level buyers.

Value is the new king

Samsung’s strategy is to cover all price points: Its Galaxy Watch 7 series and new high-end Galaxy Watch Ultra appeal to consumers looking for advanced features, while the more affordable Galaxy Watch FE and Galaxy Fit3 bands cover the basics. This approach increased Samsung’s shipments by 24.3%, enough to comfortably secure fourth place and ensure that it can satisfy nearly every type of consumer.

Xiaomi and BBK (the parent company behind OPPO, OnePlus and Vivo) also saw significant growth, with year-on-year growth of 26.5% and 25.9% respectively. These companies are capitalizing on the growing demand for affordable and feature-rich wearable devices, especially in emerging markets.

The “other” category (other categories not in the top five) shrank significantly by 20.3%, indicating that brand consolidation may be the trend in the future.

While overall shipments were down slightly, some regions and product types performed better than others. China has led global growth and single-handedly helped keep the category from falling off a cliff. In the first three quarters of 2024, its shipments reached 45.8 million units, a strong year-on-year growth of 20.1%, easily outpacing any slowdown in places like India and the United States.

Ultimately, this small amount of growth might be just what the market needs—a chance for companies to get creative and move beyond cookie-cutter designs. As competition intensifies, we can expect a wave of new ideas and innovations to drive sales.