The Apple Watch is outselling Fitbits (and everything else)

New analyst figures to sink our teeth into
Wareable is reader-powered. If you click through using links on the site, we may earn an affiliate commission. Learn more

Just days after Tim Cook teased that Apple Watch sales have nearly doubled in a year, we have some new analyst figures that (sort of) back up that claim.

Apple is the biggest wearable tech maker for the first quarter of 2017 with Xiaomi in second place and Fitbit slipping to third. That's according to Strategy Analytics' tracker for Q1 2017, which estimates that Apple sold 3.7 million devices. That translates to a 15.9% market share for what the firm calls core wearables i.e smartwatches and fitness trackers.

Read this: #Trending - Wearable Tech Money Talk

In fact, its estimates show that the first three months of the year were the Apple Watch's best performance since Q3 of 2015 and 57% better than the 2.2 million it sold in the same period last year. So it doesn't precisely tally up with what Tim Cook said but the trend is clear - the Series 2 is doing well.

As for Fitbit, it shipped an OK 2.9 million wearables and, as we already know from its earnings call this week, investors lost like fifteen cents on the share and Fitbit did slightly better than predicted. Pretty meh results all round ahead of what needs to be a hit Fitbit smartwatch later this year.

And Xiaomi is actually just behind Apple on 3.4 million units, though it's worth noting that a Mi Band 2 costs a fraction of an Apple Watch Series 2. Everyone else is bundled into one not too shabby figure of 12.2 million - that includes Samsung, Garmin and Android Wear devices.

The Apple Watch is outselling Fitbits (and everything else)

How we test


Sophie was Wareable's associate editor. She joined the team from Stuff magazine where she was an in-house reviewer. For three and a half years, she tested every smartphone, tablet, and robot vacuum that mattered. 

A fan of thoughtful design, innovative apps, and that Spike Jonze film, she is currently wondering how many fitness tracker reviews it will take to get her fit. Current bet: 19.

Sophie has also written for a host of sites, including Metro, the Evening Standard, the Times, the Telegraph, Little White Lies, the Press Association and the Debrief.

She now works for Wired.

Related stories