Apple, Fitbit battling for 'wearables' market supremacy

Apple Watch Series 2 (apple)

Apple currently is in the lead when it comes to making the most money in the wearables market, but Fitbit is not too far behind, according to a new report.

Apple now holds 42 percent of total dollars in the wearables market as of the first half of 2015, according to a report from 1010data set to publish Wednesday. Fitbit, meanwhile, stands at 31 percent and Samsung, Pebble, Polar, Jawbone, Garmin and Motorola collectively make up 15 percent. For the report, 1010data's Samir Bhavnani defines the "total wearables market" as the combination of activity tracker and smart watch markets.

While Apple is raking in the most cash, however, Fitbit is selling the most devices, the report notes. Fitbit makes up 35 percent of units sold, while Apple lags behind at 11 percent. This is most likely due to the high cost of the Apple Watch, which ranges from $349 to more than $1,000; Fitbit's devices range from $59.95-$249.95.

The market share news comes amid a whirlwind of market activity with new players moving in, such as Adidas, given its purchase of Runtastic; disappointing earnings for Fitbit, which led to a share price drop; and increasing competition between players, leading to court battles and patent disputes between Jawbone and Fitbit.

The report also provides niche product data. For 2015 Q1, the total dollars spent on smartwatches was shared by four players: Motorola at 33 percent, Pebble at 23 percent, Samsung at 16 percent and LG at 12 percent.

But since Apple's launch of the Watch in late April, it has taken 88 percent of that category, with the four other vendors now accounting for just over 10 percent, according to Bhavnani.

In addition, Apple's entrance into the market is driving up the average sales price of smartwatch, from $184 in the first quarter to $438 in Q2 of 2015. Apple's Watch Sport 42mm Space Gray Aluminum Case with Black Sport Band is its best-selling device.

To learn more:
- here's the report (.pdf)

 

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