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The release of the company's third generation smartwatch has helped boost the company's fortunes.

That's according to research firm Canalys, who suggests that the Cupertino giant managed to ship 3.9 million units of the Apple Watch for Q3 2017.

Despite the gains, overall wearable sales dropped by 2 percent in Q3 year-over-year to 17.3 million in unit sales.

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Apple withdrew all Series 2 Watch units from sale, and now positions 2015's Series 1 Watch as the new entry-level, starting at £249.

At its earnings call, Apple said the Apple Watch grew 50% year-over-year in sales but continued its silence on revealing exact numbers for its wearables.

Knowing the success of the Apple Watch ahead of time, it's no wonder that a new Canalys report published today states that "Apple has retaken the lead in the wearable band market in Q3 2017, with shipments of 3.9 million".

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The analyst says the cellular LTE Apple Watch Series 3 has proved popular, with demand outstripping supplier and carriers surprised by the demand for the cellular Watch ...

Despite strong shipments, the Apple Watch Series 3 did not reach its full potential in Q3. Most major markets suffered from supply shortages according to Canalys. Compared to their most recent flagship smartphones, sales figures correspond to approximately one smartwatch sold for every seven iPhone 7/8-series models at Apple, one smartwatch sold for every 14 flagship P and Mate smartphones for Huawei, and one smartwatch sold for every 23 flagship Galaxy smartphones for Samsung. "In China, [for example, ] customers with high expectations are being driven away by the service disruption fiasco in the country." Mr. While health and fitness tracking features are something many buy a fitness band or a smartwatch for, there is also the aspect of the software, the ease of pairing with the phone, apps that can be run on the wearable and battery life which also constitutes a part of the buying decision. "Apple and Samsung are increasing user stickiness and brand loyalty by adopting an ecosystem strategy, which includes wearables and audio accessories".

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