Is the Apple Watch Apple's biggest flop?

The company is hoping that the wearable will take off in the run up to Christmas...

Is the Apple Watch Apple's biggest flop?

Marcio Jose Sanchez AP / Press Association Images

Apple has been cagey about releasing Apple Watch sale data since the company's wearable launched in early 2015.

Normally after a successful product release it will choose to disclose some figures - this was not the case with the watch.

The company is hoping that this holiday quarter will see the product really take off.

"Our data shows that Apple Watch is doing great and looks to be one of the most popular holiday gifts this year," Apple CEO Tim Cook told Reuters.

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"Sales growth is off the charts. In fact, during the first week of holiday shopping, our sell-through of Apple Watch was greater than any week in the product’s history. And as we expected, we’re on track for the best quarter ever for Apple Watch," he continued.

These comments came days after a report from research firm IDC which said that it estimates that Apple watch sales have fallen by 71% year-on-year. It uses vendor shipping data to compile its reports.

"Apple's decision to launch its second-generation watches in mid-September, towards the end of the quarter, did contribute to its year-over-year decline in the third quarter," IBM comments.

"However, the primary reasons for the downturn were an aging lineup and an unintuitive user interface. Though both issues have been addressed with the latest generation watches, Apple's success will likely be muted as the smartwatch category continues to be challenged," the report continues.

Basic wearables - primarily comprised of fitness bands - accounted for 85% of the wearable market and experienced double-digit growth as shoppers dipped into this emerging market at lower price points.