Abstract

In 2014, Apple entered the wearable device market with the launch of its first Apple Watch. At the time, the market was already saturated with competing products, with nearly 50% of the smartwatch segment controlled by established players. Despite its late entry, Apple quickly outpaced its competitors to emerge as the market leader in wearable devices. This report examines the strategic factors underlying Apple’s success in the wearable sector. It provides an in-depth analysis of how Apple positioned itself across key product categories—smartwatches, AirPods, and head-mounted devices (HMDs)—and identifies the core strategic insights that have driven its dominance in this highly competitive industry.