Apple Watch Sales Number A Secret No More

iphone 8 apple stockElisaRiva / Pixabay

The Apple Watch has indeed made a remarkable debut, with sales in the first quarter of availability exceeding those of the iPad and iPhone. The company started shipping the watch on April 24, and in the second quarter, it shipped 3.6 million units, according to research firm IDC on Thursday.

Apple Watch going strong

The iPad was launched on April 3, 2010, and in its first full quarter of availability, Apple was able to sell 3.27 million units. The first iPhone was released in June 2007, and by the end of the quarter, Apple sold 270,000 units, while in the next quarter, 1.12 million iPhone units were sold.

With such excellent numbers for the watch, Apple has gained the second position among sellers of wearable devices. Fitbit is at the first position with 4.4 million units shipped in the second quarter, according to IDC. The research firm distinguishes the Apple Watch from basic wearables that don’t run third-party apps, such as the device from Fitbit.

“Apple will become the stick against which other wearables are measured, and competing vendors need to stay current or ahead of Apple,” IDC said in a statement. “Everyone will be watching to see what other wearable devices it decides to launch.”

First credible numbers for the watch

The numbers revealed by IDC are among the first credible indicators of Apple Watch sales as the company has not provided any figures of its own. Apple hopes that by keeping the numbers secret, it will be able to keep competitors calm.

The Apple Watch got a lot of lukewarm reviews from analysts and gained negative publicity since its launch. The device was not available at Apple retail stores until mid-June. Despite all this, the product has been able to surpass Apple’s own projections, said CEO Tim Cook without revealing what those projections were. The company will release a new version of the watch’s operating system this fall to make sure non-Apple apps also run well on the device, which is an issue for now.

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About the Author

Aman Jain
Aman is MBA (Finance) with an experience on both Marketing and Finance side. He has worked as a Risk Analyst for AIR Worldwide, and is currently leading VeRa FinServ, a Financial Research firm. Favorite pastimes include watching science fiction movies, reviewing tech gadgets, playing PC games and cricket. - Email him at amanjain@valuewalk.com

38 Comments on "Apple Watch Sales Number A Secret No More"

  1. I still haven’t seen anyone actually wearing the stupid things.

  2. That statement makes much more sense. But I still disagree with it.

    First, I bought my Apple Watch yesterday … and in a day I went from “I like it” … to “I like it a lot!” We’ll see in a week or so if I love it.

    Next, I have nothing against the Pebble watches or the Fitbit or the Misfit. But here’s the thing for me: All of them look like the old digital watches with plastic/rubber wrist bands, digital readouts (or no readout).

    I paid $700 for my Apple Watch; but it has the Milanese Loop band and a stainless steel build. I can wear this in a business meeting or other professional event. None of the other smartwatches-fitness bands really work in those settings.

    I agree that if you just want to count your steps there is no reason to spend $350+ on an Apple Watch. But I have a collection of nice watches … from $100-800 each. The Apple Watch fits in nice with those. The Apple Watch is part fitness tracker + part iPhone extension + fashion statement. You mention “rich women” … but honestly, I’ve seen a watch sell for $250,000 (USD) in Paris … The Apple watch is priced for the middle class, those earning $50,000-200,00 per year, not the rich.

    You focus on the 50% who won’t use it. Apple focuses on the 20-30% that will. With 500 million iPhones out there, Apple simply wants to sell Mac Books, iPads & Apple Watches to as many of them as possible. I fully believe that the Apple Watch has a potential market of 50 – 100 million users in the next 5 years.

    I believe the Apple Watch will be a good source of revenue for Apple for years to come.

  3. I meant: The pebbles even though it is better than apple watch, it is still “SELLING LESS THAN” the apple watch and the apple is more successful than pebbles because it is abusing the clout and the marketing power and the apple name to sell for 2B $. So it is not valid argument for the apple watch to be said “as a successful product”. The initial purchases are by the apple lovers. after the initial euphoria, the sales will flatten and will not be talked about.

    There are many reasons it had to fail:
    Women 50% will not use it. For them watch is an fashion statement. Other than the real rich women, no one will buy or care to buy one. SO goes the 50% of the market.
    I do not see any vibes or inclination to buy from the iPhone crowd and it is a sizable population.
    And I forgot a few more reasons.

  4. Actually, the stock is down because of China fears. Since a part of Apple’s growth is based on strong sales in China the fear is that a Chinese recession will hurt Apple profits for the next few quarters.

    Personally, I think Apple stock has been oversold and now is a good time to get in. Apple has the holiday season coming and it is their best quarter each year.

  5. What are you rambling about? The $2 billion dollar number is simple math … 3.6 million units times an average selling price of $505 = $1.8 billion. Add in accessories and it is approximately a $2 billion dollar business. In 2014 ALL smartwatches sold totaled $1.29 billion.

    You can hate the Apple Watch, you can love it or like it (I’m in this group) … but to say it is a failure is nonsense. In 3 months the Apple Watch is a bigger business than the entire industry and the holiday season is yet to come.

  6. The better pebbles is still selling than the apple watch. Can we stop this nonsense argument that iXYZ is already a 2billion $ . That 2B $ was gained by abusing the existing company power like google chrome is every where by abusing the Google’s search extreme reach and MS is killing other office products because of its dominancy in that area.

    SO please never here after post that iXYZ made 1billion $. It is not logically a good argument. The game is not played in the same leveling field.

  7. Sorry, ‘m not reading this long post.

  8. Xiamoi 15$ wearable does it nicely too. You charge once a month too.

  9. Having out of the world specs is useless when those same specs is not put to optimized use. An iPhone will outperform most Android phones.

  10. I own an Apple Watch.

    It tells time; syncs to my daily alarms AND can put off the alarm; notifies me of a call AND i can respond to the call; notifies me of a text, provides a series of template responses AND i can opt to send a voice message response; acts as a bluetooth trigger for my phone cam AND allows me to view the photo output on the watch itself; give me notifications of CNN news, Bleacher Report and others; tells me when to stand up and exercise; tells me how my workout is going; has a currency conversion app which is helpful when i travel; and i can change the watch face depending on my mood. We don’t have Apple Pay yet in my country, but i’m sure it would come in handy soon.

    Fitbit? Not even close.

  11. Again with your exaggerated statements. Do you have a Fitbit article where it states their factories in Singapore & Indonesia are better working environments? HOW is Fitbit superior? Because it’s cheaper? Can you please say one intelligent thing?

    I don’t own an Apple Watch yet, I’m waiting for Best Buy to have an X-Mas sale on it. But it does a lot more than the Fitbit. First, it’s a watch. My girlfriend owns a Fitbit and it doesn’t tell time. Next, Apple Pay. I shop at Macy’s a lot and that would be a nice feature. I like to jog and the Apple Watch would be great for that. So would a Fitbit. I also like the message feature. I’m often in business meetings and being able to look down at my watch instead of pulling out my phone would be nice. Fitbit doesn’t IM.

    I have no problems with Fitbit … But it isn’t the same type of device as an Apple Watch. They serve different markets.

  12. What does the LGG4 or Fitbit do that a phone doesn’t?

  13. Of all the products you could say were superior, you say fitbit… smh.

  14. Interesting assessment. What do you think of Samsung? Did you know Samsung outspends Apple on marketing by 1400%? last year? (Samsung: $14B Apple: $1B) And has spent more than Apple by at least 500% each year for the last 5 years. Almost every other technology company spends more on marketing annually than Apple. How is it possible that people who are “weak minded twits and highly susceptible to marketing” aren’t convinced to buy another company’s products? These companies obviously have the resources. Perhaps its that people actually like what Apple offers than these other companies. People don’t always have to like what is technically the “best.” I think that’s a hard thing for some people to understand.

  15. Where is Android Wear in all this?

  16. His dream is getting a LG G4! A “flagship” with a POS processor…don’t mind him.

  17. You are an idiot.

  18. Actually, you’re the weak-minded to buy a phone based on specs! Look at your choice…LG G4!!! LOL

  19. Actually, reading specs will get you in trouble! What do you think is so special about LG G4?

  20. Ok…can your phone measure heart rate during exercise? Can it count your steps or measure distance with your phone at home? Or if you have your phone, is it accurate?
    Anything else? LG G4? Seriously?! LOL

  21. Can I get and send text messages or calls on a fitbit? How many apps can I use on a fitbit? I don’t have an apple watch yet – I usually wait for 2nd generation products but it’s definitely on my wish list, as well as a lot of my friends and colleagues I’ve talked to. When you have money to spend, why wouldn’t we get one? Oh please, like you give two sh its about Chinese factory workers. And where do you think every other phone manufacturer gets their phones made?

  22. LOL what a moronic statement.

  23. I would rather have a better LGG4 a better fitbit and $400 than a iphone6 and an iwatch. Of course I don’t rely on marketing for my opinion I actually read the specs.

  24. Tell me when the watch does something the phone doesn’t. Sorry I would rather have a better LGG4 a better fitbit and $400 than a iphone6 and an iwatch.

  25. All you need is stupid consumers willing to pay 600 percent overvalue and Chinese slave labor. You too can be morally bankrupt.

  26. Hate to break it to you, but as someone who bought the watch thinking I would have it for the first week then ebay it for more than I bought it, I opted to keep it. It’s not a bad device. By the 2nd day I was comfortable using it and found I didn’t adjust my life to use the watch. My biggest complaint is actually software based, I wish when I deleted a text message on my phone it deleted from the watch as well. Having to delete the text from both places is a bit of a hassle. Much like the original iphone, people need to come up with how they will use it, and developers need to figure out how they will exploit its capabilities. It is a minimum of 3x more expensive than a fitbit with more functionality. Comparing the two is like comparing a smartphone to a startac flip phone. There really is no comparison. Gotta remember when the original iphone came out people said the same things. I had a motorola Q at the time, my hang up was no keyboard, but some said costs too much, doesn’t do enough, blah blah blah. People can forecast what they want. Forecasts don’t mean squat, it’s only what someone thinks they should sell. Bear in mind most of those people making forecasts are little different than commenter trolls, spouting off opinion as if their thoughts are truth when the reality is the only work their little minds are capable of is writing an opinion piece and hoping no one notices what they think doesn’t matter. What matters for product is there a market for your product and do you recoup your development costs. Only Apple knows for sure but based upon the fact there is a next gen already in the works I suspect the answer they got for both was yes.

  27. Just because 3.6 million people are weak minded twits and highly susceptible to marketing and hype doesn’t make it a good product. Apple is a marketing company that charges ludicrous mark ups made in factories with suicide nets and as a consumer is somehow regarded as a good company. Kudos Apple on selling more crap watches to people who already have your 3 generation behind phone that already does everything the watch does.

  28. That doesn’t change that fit bit is a superior product. Just because 3.6 million people are weak minded twits and highly susceptible to marketing and hype doesn’t make it a good product. Apple is a marketing company that charges ludicrous mark ups made in factories with suicide nets and as a consumer you somehow think that is a good company.

  29. Based on what? China market imploding? Yes. In a small part, based on tech blogs know-it-alls who try to guess how many Watches were sold…and as it turns out, it sure seems like those “analysts” were way off when making the “estimates.”

    But, think of it this way…and you will realize the truth. Cook clearly stated in his report to investors that the BEST month of Watch sales was JUNE. Note…in June, all the Apple fans bought their Watch already…it was also the month that Apple expanded sales in more countries and have it available in stores.

    THEN, Best Buy CEO recently reported that Watches sales in store and on-line were HUGE! So much that he demanded Apple to make Watch available in all his stores in the coming weeks!
    And we’re not even in the holiday season. iPhone 6s arrival will also push sales of Watch…as iPhone 5s and older upgrade.

    By next quarter, Apple watch will EASILY lead…and will expand the lead for many more months/quarter to come.

  30. Eastern Influence | Aug 28, 2015, 5:06 pm at 5:06 pm |

    Based on what? China market imploding? Yes. In a small part, based on tech blogs know-it-alls who try to guess how many Watches were sold…and as it turns out, it sure seems like those “analysts” were just smelling their anus when making the “estimates.”
    But, think of it this way…and you will realize the truth. Cook clearly stated in his report to investors that the BEST month of Watch sales was JUNE. Note…in June, all the fanboys bought their Watch already…it was also the month that Apple expanded sales in more countries and have it available in stores.
    THEN, Best Buy CEO recently reported that Watches sales in store and on-line were HUGE! So much that he demanded Apple to make Watch available in all his stores in the coming weeks!
    And we’re not even in the holiday season. iPhone 6s arrival will also push sales of Watch…as iPhone 5s and older upgrade.
    By next quarter, Apple watch will EASILY lead…and will expand the lead for many more months/quarter to come.

  31. If you look at apples stock over the past couple months most people seems to think its a failure based on that. Maybe that are wrong, but the market seems to be calling it a failure based on stock direction.

  32. A $1.5 – $2.0 BILLION failure. I hope I can fail like that some day!

  33. Apple Watch has gone down as the most successful failure of all time! With ridiculous projects as high as 40 million units in the first year, no matter how many Apple sells, it was going to be a failure to the press. The press wants the STORY …

    Back to reality … 3.6 million is impressive considering only Apple stores carried them. Looking at revenue the Apple Watch blows Fit-bit out of the water. 3.6 million X about $400+ per watch = a $1.5 BILLION business all by itself.

    With Christmas in the US and the Chinese New Year still coming I think Apple will sell a whole lot more. Kudos Apple!

  34. Nah, just CEOs talking to investors…and if they lied, then they are at risk of being jailed.

  35. The watch is not worth it. and it is a failure and it will be a failure. you are the one butthurt with the numbers vs the forecast.

  36. HINT: Cook said JUNE was its STRONGEST month in the July report. HINT#2: Best Buy CEO stated that demand & purchases of Watch from his stores are huge.

    THINK before talking next time.

  37. Butthurt much?

  38. After the initial purchases by Apple lovers, then it is crawling. From the forecast of 35+ millions a year to 5-6 million this year, 3 millions in 2016 and comparing with fitbit numbers is not remarkable!!

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