Apple Watch Ban in the US: 71% Open to Other Smartwatch Brands

Remember the frenzy around the Apple Watch Series 9 and Ultra 2? Launched in September 2023, these smartwatches boasted innovative features like blood oxygen monitoring and hand gesture controls. But just before Christmas, Apple Watch sales in the US screeched to a halt due to a patent dispute with medical technology company Masimo.

This unexpected turn of events left many consumers wondering what it meant for Apple and the smartwatch market. To understand the public’s reaction, Real Research, an online survey app, conducted a poll to gauge consumer sentiment about the Apple Watch sales halt in the US.

Key Findings:

• 85% thought the ITC ruling that stopped Apple Watch sales in the US was at least somewhat fair.
• Only around 12% were highly confident Apple would get the watches back on American shelves.
• 71% expressed a likelihood to consider purchasing alternative smartwatches from other brands.

Did the ITC play fair?

The US International Trade Commission (ITC) ruled that Apple infringed on a pulse oximeter patent, a technology that measures blood-oxygen levels, effectively banning the latest Apple Watches from American shelves.

Real Research’s survey, conducted shortly after the announcement, revealed that over 86% of respondents reported being at least somewhat aware of the ITC’s ruling on the Apple Watch sales halt in the US.

Meanwhile, opinions were divided on the fairness of the ITC’s ruling. A combined 84.93% believed the ruling was at least somewhat fair, with 38.2% finding it completely fair. The rest believed the decision was somewhat unfair (12.62%) or completely unfair (2.45%) to Apple.

Is Apple right to fight back?

Consequently, Apple filed an emergency request to the US Court of Appeals to lift the ban. Apple’s decision, according to 40% of respondents, was a reasonable course of action. And while a quarter (25.12%) disagreed, the remaining third (34.78%) were unsure.

Can Apple bounce back?

Looking ahead, public confidence in Apple’s ability to resolve the patent issues and reintroduce the Apple Watch Series 9 and Ultra 2 to the US market was somewhat tempered. Only 11.88% expressed high confidence, while a majority (50.58%) felt only somewhat confident. Others (37.53%) were not confident at all.

Furthermore, the survey indicates that the ban on the Apple Watch Series 9 and Ultra 2 will negatively impact Apple’s image, with over 80% of respondents believing the Apple Watch sales halt in the US will somewhat or strongly harm Apple’s reputation as an innovative and reliable brand.

Sticking with Apple or switching sides?

The Apple Watch sales halt in the US has also sparked concerns about consumer loyalty. But despite the controversy, the survey indicates continued brand loyalty for Apple.

While a minority (7.75%) said the Apple Watch sales halt in the US made them very unlikely to continue purchasing Apple products, the majority (67.04%) expressed a likelihood to keep buying Apple devices regardless of the Apple Watch ban.

Lastly, the survey suggests that the Apple Watch sales halt in the US may lead consumers to explore alternatives. With over 71% expressing a likelihood to consider purchasing smartwatches from other brands, the ban presents an opportunity for competitors to capture market share.