2024年Apple Watch出货量暴跌19%：北美市场“拖后腿”

Core Insights - North America remains the largest market for Apple smartwatches, contributing over half of the total shipments, but it has become a key factor dragging down global performance in 2024 [2] - Apple has seen an 8% year-on-year decline in market share in the high-end smartwatch segment priced over $300, with fourth-quarter shipments declining for the fifth consecutive quarter [2] - In contrast, Samsung's Galaxy Watch Ultra series is gaining traction among high-end users due to its titanium body and health monitoring features, while Huawei's Watch GT series is capturing the mid-range market with its "long battery life + cost-effectiveness" strategy [2] Product Strategy Issues - Counterpoint attributes Apple's decline to two major product strategy missteps: the limited upgrade of the Watch Series 10 has resulted in insufficient consumer motivation to upgrade [2] - The absence of the flagship Watch Ultra 3 and the entry-level Watch SE in the 2024 product lineup has further exacerbated the situation [2] - The previous generation of Watch SE was launched in Q3 2022, and the anticipated 2024 version has faced delays due to controversial design changes from aluminum to plastic, leading to a rare situation where Apple released new products but experienced a year-on-year decline in shipments during the traditional new product launch season [2]