The Apple Watch faces a wearables wake-up call

Apple Watch sales are enduring a years-long backslide.

While Apple first launched its watch in 2015, sales didn’t spike until the pandemic, when consumers were highly focused on their health. But competitors quickly caught up, with fitness-focused companies like Garmin integrating more smart technology. Meanwhile, Apple stumbled in adding compelling new features—getting into some legal spats along the way.

For the past three years, Apple Watch sales have declined year-over-year, according to research firm IDC.