​Samsung loses big to Apple in latest wearables shift

Apple, Garmin and budget devices are the winners
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Samsung lost a huge chunk of its market share through Q2 2020, according to the latest figures on shipments.

The latest estimates of North America shipments by analysts Canalys show that Samsung smartwatches dropped off 48% in Q2 of this year.

And market share also halved, with Samsung owning just 5% of the North American market.

Fitbit also leaked further market share, with shipments decreasing 12%.

However, it’s comfortably still second place in the market share table with 19.3%, ahead of the launch of Fitbit Sense and Versa 3.

Obviously the COVID crisis plays into these stats, and it's worth noting that Samsung was poised to release the Galaxy Watch 3 for most of 2020. We should see it rebound nicely now it’s launched its flagship smartwatch.

That’s in contrast to Apple, which again dominated shipments, growing 9%, which held its market share steady at 37.6%.

That’s because Garmin also saw big gains, as it continues to gain traction in the wearables market.

The company is breaking out of the hardcore fitness world with the likes of the Garmin Venu and Vivoactive 4, and saw its shipments increase by 27%. It has an 8.1% market share in North America.

But there were some surprise entrants into the mix.

Budget tracker: Samsung Galaxy Fit2 review

Verizon Wireless saw a surge of 478% in Q2 2020, with its kids watches and budget devices.

And Canalys’ “others” section also had a grand time, increasing shipments by 54% in the quarter.

We’re guessing that includes Huawei, which IDC estimated to be second in global shipments, although unsurprisingly doesn’t figure in North America given its ban.

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James Stables


James is the co-founder of Wareable, and he has been a technology journalist for 15 years.

He started his career at Future Publishing, James became the features editor of T3 Magazine and T3.com and was a regular contributor to TechRadar – before leaving Future Publishing to found Wareable in 2014.

James has been at the helm of Wareable since 2014 and has become one of the leading experts in wearable technologies globally. He has reviewed, tested, and covered pretty much every wearable on the market, and is passionate about the evolving industry, and wearables helping people achieve healthier and happier lives.

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