SAN FRANCISCO >> A new report estimates Apple shipped 3.6 million watches in the last quarter — more than some analysts have estimated and enough to change the competitive landscape for fitness bands and other wearable gadgets.

Apple shipped enough units of its new smartwatch to nearly overtake market leader FitBit in the last quarter, according to analysts at International Data Corp. Their report warns that traditional fitness bands may be losing popularity to smartwatches and other devices that offer more features.

Consumer response to the Apple Watch has been the subject of speculation since the new gadget went on sale this spring. While Apple is known for making popular gadgets, the watch represents a new category of products for the company. Critics have questioned whether it’s useful enough for consumers to need or want one on their wrist.

Apple has not revealed how many watches it has sold at prices that start at $350, with luxury models selling for $10,000 or more. After the company issued its last financial report, in which Apple lumped watch sales into a broader category it calls "other products," many analysts estimated Apple sold between 2 million and 3 million watches during the quarter that ended in June.