Apple Watch and the also rans

Source: Morgan Stanley

Two things jumped out at me in the report to clients issued Wednesday by Morgan Stanley’s Katy Huberty. Based on AlphaWise surveys conducted in December and after the March 9 Apple Watch keynote:

  • The percentage of American who said they “definitely would not buy” a smartwatch fell from 36% in December to 19% in March.
  • Apple Watch purchase intention more than doubled, from 3% to 6.6%, and increased among iPhone owners from 9% to 14.6%


“Although Apple Watch purchase intention share fell in the latest survey,” Huberty writes, “the increased overall desire to purchase wearables meant U.S. demand increased, to 15 million Watches… compared to 9 million demand based on our December 2014 survey.”

Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple (AAPL) coverage at or subscribe via his RSS feed.

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