All eyes are on Apple as it plans to raise prices on its upcoming suite of new products, including the new iPhone and the Apple Watch. In our previous study, we found that Apple consumers are incredibly loyal to the brand; 70% of iPhone customers would not consider buying a different phone. As Apple announces the 3rd generation of its popular Apple Watch, we surveyed American consumers to gauge the level of enthusiasm.

Current Apple Watch owners are the best advocates and customers of the product, followed by iPhone owners. While 42% of iPhone owners are considering getting an Apple Watch as their first (or next) smart watch, this number is 54% among current Apple Watch owners.

Apple consumers are likely to stay within the Apple ecosystem, as evidenced by high rates of Apple product ownership among Apple Watch owners. Additionally, Apple Watch owners find it much more important to be able to sync their smartwatch with other devices in the household. All of this means good news for Apple, right?

Well, Apple Watch is currently only compatible with the iPhone, and only about 33% of the US consumers have an iPhone, which limits Apple’s long term market share for the Apple Watch. At the same time, only 17% of iPhone owners now have an Apple Watch – so there is still a lot of room to grow before Apple will need to consider making changes necessary to pair the Apple Watch with other smartphones. However, considering that many of the competitor smartwatches are compatible across Android and iOS, the need to embrace Android may come sooner than Apple thinks.

Detailed Study Results:

About 14% of consumers in the US currently own a smartwatch and their choice highly correlates with the smartphone ownership. Those who have an iPhone are much more likely to own an Apple Watch than any other brand and the same is true for Android aficionados. This is likely due to the fact that you cannot pair Apple Watch with an Android phone, thereby reducing its appeal to the 67% of the US population who do not own an iPhone.


Generally, consumers who own Apple products tend to stay within the ecosystem. Among Apple Watch Owners, 62% have a Mac computer in the household, 68% have an iPad and 54% have an Apple TV. The Apple product ownership rates are much lower among consumers who own other kinds of smart watches.


Apple Watch owners say they find it much more important to be able to sync their smartwatch to other devices in the household.


Apple Watch owners are much more likely to say they are planning to upgrade their device, likely in anticipation of Apple Watch Series 3 launch.


While nearly 4 in 10 Americans do not plan on purchasing a smartwatch, among those who do – Apple Watch remains the top sought-after device. iPhone owners are the driving force behind the interest in the Apple Watch. Android phone owners, on the other hand, are more likely to go for Samsung Gear or a Fitbit. Apple Watch owners are the best customers, more than half are planning a repeat purchase.


Current Apple Watch owners are the gadget’s best champions. Unsurprisingly, more than half of Apple Watch owners tend to agree that the announcement of the next Apple Watch is a big deal.


Apple Watch owners are also the ones who believe that the next version will constitute a major improvement (37%) over the current version. Most of the general US consumer population (61%) say they do not really know.


Apple Watch owners are most excited about the FaceTime camera, which is rumored to be part of the upcoming Apple Watch.


Apple Watch owners also deem ability to directly connect to the internet as a critical feature (30%) or at least a very important update (another 27%).



The Apple Watch Series 3 Fluent survey was conducted online within the United States on September 5, 2017, among 2,545 adults (aged 18 and up). Due to rounding, percentages may not always add up to 100%. Fluent’s proprietary ad serving technology includes a real-time survey module that was used to facilitate the data collection for this study. Respondents were randomly selected and data was weighted to US Census 2010 population distribution.