this study is bad news for Apple and Samsung

Apple Watch Series 8, Apple Watch Ultra, the new connected watches from the Cupertino company were the big stars of its last keynote, while its great rival Samsung recently launched its Galaxy Watch 5. These various announcements underline the importance that brings these large companies to wearables, this category of portable technologies which also integrate other types of connected objects such as bracelets, or even glasses.

Apple and Samsung release high-end watches, a bad strategy?

However, the wearables sector is not celebrating, and shipments fell 6.9% in the second quarter compared to the same period last year, according to data from the firm IDC. Analysts confirm the dominance of Apple, Samsung, and the Chinese Xiaomi and Huawei in this market.

Quoted by ZDNetJitesh Ubrani, research director for IDC Mobility and Consumer Device Trackers, however criticizes the strategy of these Tech giants: “ It’s unfortunate that companies like Apple, Samsung and Google are launching more premium smartwatches at a time when the appetite for high-priced products remains in question. ».

Indeed, these products are sometimes considered non-essential by consumers, and while budgets are increasingly restricted by inflation, demand therefore tends to decrease. And Jitesh Ubrani adds: “ Although prices for some new products remain the same as the previous generation, the strength of the US dollar makes it more difficult to purchase in local currencies around the world ».

Don’t panic, however, and even if the wearables sector should remain stable in 2022 with 535.5 million units shipped, a return to normal is expected in 2023. The market will be boosted in particular by new buyers on the markets. emerging, and by sales of replacements everywhere else.


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