With the anniversary of the Apple Watch coming up over the weekend, today’s chart looks at the impact of this device in the UK and US.

Apple has a proven track record of entering already-established marketplaces and building up dominance. And it seems to be a case of history repeating itself in this sector; one year on from its release and GWI’s data shows that Apple’s watch is the brand of choice for 4 in 10 smartwatch owners in the UK and USA (giving it a narrow lead over major rival Samsung, despite the latter’s longer time in the market).

Overall, it’s still very small percentages in these markets who have splashed the cash for a smartwatch. However, if manufacturers can overcome current perceptions that smartwatches are too expensive and too unable to replicate the functionality of smartphones, then it’s clear that Apple would stand to be a major beneficiary.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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