Apple Watch Drops to Just 5% Share of Wearables Market as Basic Fitness Trackers ‘Reign Supreme’

While the Apple Watch remains the world’s best selling smartwatch, the latest data from market research firm IDC reveals basic wearables “reign supreme” as consumers gravitate towards simple, dedicated fitness devices—which also typically cost less than the Apple Watch and other smartwatches.

Shipments in millions (Source: IDC)
Basic wearables accounted for 85% of the market and experienced double-digit growth in the third quarter, according to IDC. Fitbit remained the leader with 23% market share, up from 21.4% a year ago, on the strength of its new Charge 2 fitness tracker. Fitbit shipped an estimated 5.3 million wearables in the quarter.

Xiaomi trailed in second as its $14.99 Mi Band is priced well below any competing wearables, allowing the Chinese company to capture 16.5% market share based on an estimated 3.8 million shipments in the quarter. Xiaomi’s market share remained virtually unchanged from 16.4% a year ago.

Meanwhile, the Apple Watch captured just a 4.9% share of the broader wearables market in the quarter based on an estimated 1.1 million shipments, according to IDC. Comparatively, in the year-ago quarter, Apple had an estimated 3.9 million Apple Watch shipments for a much higher 17.5% market share.

“It’s still early days, but we’re already seeing a notable shift in the market,” said Jitesh Ubrani senior research analyst for IDC Mobile Device Trackers. “Where smartwatches were once expected to take the lead, basic wearables now reign supreme. Simplicity is a driving factor and this is well reflected in the top vendor list as four out of five offer a simple, dedicated fitness device. Meanwhile, from a design perspective, many devices are focusing on fashion first while allowing the technology to blend in with the background.”

IDC attributed Apple’s decline in the third quarter to an “aging lineup” and an “unintuitive user interface.” Apple addressed those concerns with Apple Watch Series 2, but the second-generation models launched in mid-September and therefore did not have a full impact on the third quarter.

Apple does not officially disclose Apple Watch sales, instead grouping the device under its “Other Products” category in earnings results.

Related Roundups: Apple Watch Series 2, watchOS 3
Tags: wearables, IDC, Fitbit
Buyer’s Guide: Apple Watch (Neutral)
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Apple Seeds Fifth Beta of watchOS 3.1.1 to Developers

Apple today seeded the fifth beta of an upcoming watchOS 3.1.1 update to developers for testing purposes, one week after seeding the fourth watchOS 3.1.1 beta and more than a month after releasing watchOS 3.1, the first update to the watchOS 3 operating system.

watchOS 3.1.1 can be downloaded through the dedicated Apple Watch app on the iPhone by going to General -> Software Update. To install the update, the Apple Watch must have 50 percent battery, it must be placed on the charger, and it must be in range of the iPhone. watchOS 3.1.1 requires an iPhone running iOS 10 to install.

As a minor 3.1.x update, watchOS 3.1.1 seems to focus on under-the-hood bug fixes and performance improvements, with no outward-facing changes discovered in the first four watchOS 3.1.1 betas. We’ll update this post should any new features be discovered in the fifth watchOS 3.1.1 beta.

watchOS 3 completely overhauls the interface on the Apple Watch, introducing a dedicated app dock, instant launch apps, new watch faces, and new complication options. There are new Activity sharing features, a “Breathe” app guides users through deep breathing sessions to cut down on stress, and an SOS feature can automatically call emergency service.

For more details on what’s new in watchOS 3, make sure to check out our watchOS 3 roundup.

Related Roundups: Apple Watch Series 2, watchOS 3
Buyer’s Guide: Apple Watch (Neutral)
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Apple Seeds Fourth Beta of watchOS 3.1.1 to Developers

Apple today seeded the fourth beta of an upcoming watchOS 3.1.1 update to developers for testing purposes, two weeks after seeding the third watchOS 3.1.1 beta and a month after releasing watchOS 3.1, the first update to the watchOS 3 operating system.

watchOS 3.1.1 can be downloaded through the dedicated Apple Watch app on the iPhone by going to General –> Software Update. To install the update, the Apple Watch must have 50 percent battery, it must be placed on the charger, and it must be in range of the iPhone. watchOS 3.1.1 requires an iPhone running iOS 10 to install.

As a minor 3.1.x update, watchOS 3.1.1 seems to focus on under-the-hood bug fixes and performance improvements, with no outward-facing changes discovered in the first three watchOS 3.1.1 betas. We’ll update this post should any new features be discovered in the fourth watchOS 3.1.1 beta.

watchOS 3 completely overhauls the interface on the Apple Watch, introducing a dedicated app dock, instant launch apps, new watch faces, and new complication options. There are new Activity sharing features, a “Breathe” app guides users through deep breathing sessions to cut down on stress, and an SOS feature can automatically call emergency service.

For more details on what’s new in watchOS 3, make sure to check out our watchOS 3 roundup.

Related Roundups: Apple Watch Series 2, watchOS 3
Buyer’s Guide: Apple Watch (Neutral)
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Hermès Boutiques Selling Exclusive Apple Watch Band Starting November 24

Starting on November 24, Hermès boutiques will begin selling an exclusive “Equateur Tattoo” Apple Watch band designed using a jungle print from naturalist artist Robert Dallet, reports Vogue’s French site.

Priced at 419 euros, the band is similar to the Single Tour that Hermés has offered for several months and features the same design that’s been previously used by Hermès on other products. It has a jungle leaf design in black and white, with a colorful cheetah at one side of the band.

Though Apple and Hermès have a partnership that sees Apple selling Apple Watch Hermès models with exclusive Hermès bands, the new Robert Dallet band will not be available in Apple Stores. It will be sold in limited quantities in Hermès locations and is expected to sell out quickly.

Related Roundups: Apple Watch Series 2, watchOS 3
Buyer’s Guide: Apple Watch (Neutral)
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Apple Watch Owners Challenged to Earn Thanksgiving Day Activity Achievement

Apple is celebrating Thanksgiving this year by urging U.S. Apple Watch owners to bag a special achievement by recording a minimum walking or running distance on Thursday, November 24.

Available through the Activity app this morning, the Thanksgiving Day Challenge is the first activity challenge of its kind from Apple, and includes a share-able Messages app sticker as an enticement to get out and get moving.

To earn the achievement, Apple Watch wearers must record an Apple Watch Workout distance of 5K (3.1 miles) on the day in question, using Apple’s Workout app or any third-party app that syncs with HealthKit.

An Apple Watch user’s history of achievements can be viewed any time via the Achievements tab on the iOS Activity app.

(Thanks, Dan!)

Related Roundups: Apple Watch Series 2, watchOS 3
Buyer’s Guide: Apple Watch (Neutral)
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iHome Launching First Clock Radio That Can Charge Both an iPhone and Apple Watch

iHome has announced it will soon release the iPLWBT5, the first alarm clock radio featuring both Lightning and Apple Watch chargers.

Audio can be played via the docked Lightning device, Bluetooth, USB, or AUX. The dock features an alarm clock with dual alarms, FM radio with 6 preset stations, auto dimming display, built-in microphone, digital voice echo cancellation, answer/end controls for speakerphone calls, and a 1 amp USB port for charging devices.

iHome’s iPLWBT5 will be available in mid December for $129.99 online and at retailers such as Best Buy and Bed Bath & Beyond.

Related Roundups: Apple Watch Series 2, watchOS 3, iPhone 7
Tag: iHome
Buyer’s Guide: Apple Watch (Neutral)
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Apple Seeds Third Beta of watchOS 3.1.1 to Developers

Apple today seeded the third beta of an upcoming watchOS 3.1.1 update to developers for testing purposes, just over a week after seeding the second watchOS 3.1.1 beta and three weeks after releasing watchOS 3.1, the first update to the watchOS 3 operating system.

watchOS 3.1.1 can be downloaded through the dedicated Apple Watch app on the iPhone by going to General -> Software Update. To install the update, the Apple Watch must have 50 percent battery, it must be placed on the charger, and it must be in range of the iPhone. watchOS 3.1.1 requires an iPhone running iOS 10 to install.

As a minor 3.1.x update, watchOS 3.1.1 seems to focus on under-the-hood bug fixes and performance improvements, with no outward-facing changes discovered in the first two watchOS 3.1.1 betas. We’ll update this post should any new features be discovered in the third watchOS 3.1.1 beta.

watchOS 3 completely overhauls the interface on the Apple Watch, introducing a dedicated app dock, instant launch apps, new watch faces, and new complication options. There are new Activity sharing features, a “Breathe” app guides users through deep breathing sessions to cut down on stress, and an SOS feature can automatically call emergency service.

For more details on what’s new in watchOS 3, make sure to check out our watchOS 3 roundup.

Related Roundups: Apple Watch Series 2, watchOS 3
Buyer’s Guide: Apple Watch (Neutral)
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TOMS Unveils New Line of Apple Watch Bands

Popular shoe brand TOMS today unveiled a new line of Apple Watch bands, each of which is made of a durable grosgrain fabric with leather detailing.

Apple Watch bands are divided into two collections, Utility and Artisan. Utility bands, priced at $49, come in Light Blue Stripe, Black, and Olive for 42mm Apple Watch models, and Dusty Pink, Light Blue Stripe, and Clay for 38mm Apple Watch models.

Artisan bands, priced at $75, feature a full leather backing on the band and are more expensive than Utility bands. Artisan bands come in Black Diamond (38mm and 42mm), Royal Blue Diamond (38mm), and Red Diamond (42mm).

All of TOMS Apple Watch bands feature stainless steel lugs and buckles, which match the stainless steel Apple Watch models. GIVE TIME is etched on each buckle with gold TOMS embossing on the band itself.

Each TOMS Apple Watch band purchase provides one year of solar light to families who lack access to reliable electricity.

Related Roundups: Apple Watch Series 2, watchOS 3
Buyer’s Guide: Apple Watch (Neutral)
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Apple Seeds Second Beta of watchOS 3.1.1 to Developers

Apple today seeded the second beta of an upcoming watchOS 3.1.1 update to developers for testing purposes, one week after seeding the first watchOS 3.1.1 beta and two weeks after releasing watchOS 3.1, the first update to the watchOS 3 operating system.

watchOS 3.1.1 can be downloaded through the dedicated Apple Watch app on the iPhone by going to General –> Software Update. To install the update, the Apple Watch must have 50 percent battery, it must be placed on the charger, and it must be in range of the iPhone. watchOS 3.1 requires an iPhone running iOS 10 to install.

As a minor 3.1.x update, watchOS 3.1.1 appears to focus on under-the-hood bug fixes and performance improvements, with no outward-facing changes discovered in the first watchOS 3.1.1 beta. We’ll update this post should any new features be discovered in the second watchOS 3.1.1 beta.

watchOS 3 completely overhauls the interface on the Apple Watch, introducing a dedicated app dock, instant launch apps, new watch faces, and new complication options. There are new Activity sharing features, a “Breathe” app guides users through deep breathing sessions to cut down on stress, and an SOS feature can automatically call emergency service.

For more details on what’s new in watchOS 3, make sure to check out our watchOS 3 roundup.

Related Roundups: Apple Watch Series 2, watchOS 3
Buyer’s Guide: Apple Watch (Neutral)
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Kohl’s Will Begin Selling Apple Watch at 400 Locations Across U.S. Later This Month

Kohl’s will begin selling the Apple Watch at 400 of its 1,100 stores across the United States on November 15 as a way to boost its activewear business (via Fortune). Apple’s partnership with the retail chain is said to help the Cupertino company reach into areas of the country that don’t have Apple Stores or official Apple resellers with Apple Watches, as well as “reach a more modest-income shopper and a wider-ranging clientele.”

In total, Kohl’s locations will stock 10 different Apple Watch models, but the company didn’t go into specifics about which. In the retailer’s Black Friday ad, the Apple Watch Series 2 in Space Gray with Black Sport band and Series 1 in Rose Gold with Pink Sand Sport Band are both advertised.

Within the store itself, the Apple Watches will be displayed on stands that measure four feet tall, and the Kohl’s staff will be educated on the devices to help customers in purchasing an Apple Watch, which Kohl’s sees less like an electronic device and more “as an active and wellness device.”

“We’re not launching it as an electronics partner,” Michelle Gass, Kohl’s chief merchandising and customer officer, told Fortune in an exclusive interview at the retailer’s design center in New York City. “We were positioning this as an active and wellness device.”

On Black Friday, customers will be able to receive Kohl’s Cash when purchasing an Apple Watch: $105 for a Series 2 and $75 for a Series 1. The retailer hopes that its introduction of the Apple Watch goes over as well as its profits for selling FitBit devices, which is now “a $100-million-a-year business” for Kohl’s.

In September, Macy’s announced that it would be the first United States department store to begin selling Apple Watch when the device launched that month. The new Kohl’s deal of 400 retail locations is much larger than Macy’s, which began selling Apple Watch in 180 of its stores in September.

Related Roundups: Apple Watch Series 2, watchOS 3
Tag: Kohl’s
Buyer’s Guide: Apple Watch (Buy Now)
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