United Kingdom, March 12 -- Sales of smartwatches have fallen for the first time.

That is according to the market research firm Counterpoint, which found that seven percent fewer smartwatches were shipped in 2024 compared to the year before.

Anshika Jain, a senior research analyst at Counterpoint, said: "The biggest driver of the decline was North America, where the absence of the [Apple] Ultra 3 and minimal feature upgrades in the S10 lineup led consumers to hold back purchases."

Apple has seen its overall share of the market fall from 25 percent in 2023 to 22 percent in the final three months of 2024.

Leo Gebbie, the principal analyst at CCS Insight, a London-based research firm, believes the new figures also reflect the public's ch...