There are so many different brands and models of smartwatches to choose from, but it seems that when it comes to the North American market, Apple has absolutely cornered it because according to a report from Canalys, the Apple Watch is more or less the default smartwatch of choice.
The report claims that the Apple Watch has basically outsold major smartwatch brands by a ratio of 7:1. This means that for every seven Apple Watches sold, only one smartwatch by a competing brand is sold. Given that non-Apple Watches are available in a variety of different platforms ranging from Google’s Wear OS, to Tizen, to custom operating systems, there is no other brand that seems to come close.
In terms of overall wearables though, Fitbit is probably the closest to Apple when it comes to shipment numbers. The study found that Apple controls 37.6% of the North American wearables market, while Fitbit is at 19.3%. Fitbit actually saw a pretty huge drop from Q2 2019 where it was sitting at 24.1%.
The study also found that the company shipped fewer devices in 2020 than it did in 2019, versus Apple who actually shipped more wearables in Q2 2020 than it did the previous year in the same quarter.