target audience: TECH SUPPLIER  Publication date: Oct 2022 - Document type: Market Note - Doc  Document number: # AP49757422

Apple Watch Ultra Stands to Erode the Endurance Sports Watch Market


  • Kenneth Liew
  • Bryan Ma Loading


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This IDC Market Note looks at the potential erosion of the endurance sports watch market as Apple introduces the new Apple Watch Ultra. With the new Watch Ultra, the previously protected market segment of endurance sports watch is now vulnerable to the well-adopted Apple Watch for iPhone users.

"By making the smartwatch more durable and longer lasting, it will definitely tempt an iPhone user to switch from their endurance sports watch to the new Watch Ultra, which also looks very good," says Kenneth Liew, research director, Client Devices, IDC Asia/Pacific. "For now, this market segment's consumers who are Android smartphone users will remain loyal to the established brands," he added.


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