Apple Watch fatigue? Search data hints users are shifting to Garmin
In the United States, Garmin is getting closer to Apple Watch in search volume than it has ever been. Meanwhile, Fitbit and Samsung continue to slide further behind.
Garmin narrows the gap
Over the past five years, Apple Watch has dominated search trends in the US. But that dominance is not what it used to be. In 2020, weekly search interest for Apple Watch was regularly over eight times higher than for Garmin. That gap has since narrowed quite a bit.
We’ve pulled together Google Trends data and this shows Garmin’s search volume was just 6 percent of Apple Watch’s back in November 2020. Fast forward to today, and Garmin is now reaching almost 50 percent of Apple Watch’s weekly search score. Apple’s line is flattening, while Garmin’s is rising slowly but steadily.
Brand | 5-Year Average | Latest Value | Share of Apple Watch (Latest) |
|---|---|---|---|
Apple Watch | 48.57 | 42 | 100% |
Garmin | 14.33 | 20 | 47.6% |
Fitbit | 10.38 | 6 | 14.3% |
Samsung Galaxy Watch | 3.15 | 3 | 7.1% |
Garmin’s US trend score now hovers around 20. Apple Watch has dropped from a consistent 80-plus in earlier years to about 42. The shift isn’t explosive, but it is sustained. Garmin is seeing stronger long-term growth in visibility than most of its competitors.
This doesn’t necessarily suggest that Apple Watch is collapsing in popularity. But the data does imply a shift in attention. Garmin’s expanding ecosystem of fitness, outdoor, and lifestyle models continues to draw in new users, especially those looking for alternatives to Apple’s ecosystem.
Fitbit fades as Google integration stalls
Fitbit’s story in the US data is one of gradual decline. Not surprising really considering it has not released any devices in the past 12 months.
Its five-year average sits at about 10, with recent figures hovering around six. That’s a sharp drop from its early peaks before Google’s acquisition. There may be a spike in 2026 as the company is planning to launch new fitness bands. But interest in the company is clearly falling.
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Part of this may stem from an identity problem. Fitbit’s ecosystem now overlaps with Google’s Pixel Watch line, and that appears to have diluted its presence in the wearable landscape. Consumers who once viewed Fitbit as the go-to fitness tracker now seem less certain about where it fits.
Samsung struggles to sustain attention
Samsung’s Galaxy Watch series shows a subdued trajectory. Average interest in the US sits near three, with occasional spikes around launch events but little staying power afterward. Compared with Apple or Garmin, it’s clear the brand’s visibility fades fast once the hype cycle ends.
This pattern suggests Samsung’s watches have yet to find a stable identity that resonates beyond loyal Galaxy users. The combination of Wear OS and premium design hasn’t translated into a consistent share of mind.
Is Apple Watch losing its grip?
Taken together, the data points to a slow change in the US wearable market. Apple remains the leader, but its search dominance is eroding. Garmin’s growth signals a shift toward more specialised, purpose-driven devices, while Fitbit and Samsung struggle to hold attention.
If the trend continues, Apple’s share of search interest could fall below 40 percent of total smartwatch queries within the next year, with Garmin continuing to close the gap. It’s not an outright loss of dominance, but a sign that users are exploring alternatives that feel more targeted and less tied to the smartphone ecosystem.
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