WATCH SE: AN AFFORDABLE PRICE TAG & A NEW DIRECTION FOR APPLE
AppleMagazine|December 25, 2020
Alongside the new Apple Watch Series 6 announcement at this year’s September Event, Apple introduced an altogether more interesting concept: the affordable Apple Watch SE.
Designed to tap into the price-conscious consumer market and help Apple further increase its smartwatch market share, the SE marks a new direction for Apple, a company that is determined to ensure its products reach the masses.

BREAKING DOWN THE BARRIERS WITH APPLE WATCH SE

Over the past five years, Apple has established itself as one of the key players in the world of not only smartwatches but the overall watch market. Back in 2017, the Cupertino brand broke records and overtook Rolex to become the world’s most valuable watch company, demonstrating its huge mass appeal and market penetration in recent years. It has spawned a whole host of copycat brands, but none have come close to the success that Apple has had with its Watch. And some technology rivals have become so concerned with Apple’s growth that they’ve had to swallow the competition - Google is set to acquire Fitbit in a deal worth more than $2.1 billion following a European Union antitrust lawsuit. Apple’s iOS has always been considered superior to Google’s Android, and it’s the same in the smartphone game: Google has found it virtually impossible to make a success of its Android Wear OS, leading competitors like Samsung to develop their own systems.

One area where Apple has struggled, however, is in the price-conscious consumer market. Fitbit offers devices from as little as $49 in the United States, packed with many of the fitness tracking features that make Apple Watch so successful. As a result, Fitbit sold about 16 million units of its smart fitness devices last year, and that figure should balloon as Google takes the reins. It currently has a 12.2% market share, and Samsung comes in third with an 11.8% share. Unlike with the iPhone, however, where Apple has been leveraging its market share in recent years, Apple Watch currently has a 50% share of the overall smartwatch market, and that could swell further.

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