Apple Watch Ultra more popular than lower-cost Apple Watch SE, research shows

The Apple Watch Ultra has proven to be significantly more popular than the entry-level Apple Watch SE, despite its premium price, according to a new report from Consumer Intelligence Research Partners (CIRP) via MacRumors.

The report provides an in-depth analysis of how different Apple Watch models are performing in the market. As of the June 2024 quarter, the Apple Watch Series 9, which debuted in September 2023 alongside the iPhone 15 lineup, leads the pack, capturing 43% of total Apple Watch sales in the United States. This makes it the top choice for consumers. Following closely is the Apple Watch Series 8, a model that Apple no longer sells directly but is still available through various retailers. The Series 8 accounted for 19% of the market share. Together, these two models dominated nearly two-thirds of all Apple Watch sales during this period.

The high-end Apple Watch Ultra and Ultra 2 models contributed 20% of total sales. Despite their advanced features and premium positioning, the Ultra models hold a smaller market share compared to the high-end versions of other Apple products, such as the iPhone and iPad, where premium variants typically account for a quarter or more of total sales. The report also indicates that the Ultra 2 edged out the original Ultra in market share during the June 2024 quarter.

The Apple Watch SE, which offers a more affordable entry point into the Apple Watch lineup, captured a 12% share of the market. While it continues to attract budget-conscious buyers, its presence is notably smaller compared to the higher-end models. Meanwhile, the Nike-branded versions of the Apple Watch, essentially variants of the Series 8 and 9, made up a modest 5% of the market.

Apple’s strategy of offering a wide range of models at various price points appears to reflect its approach with the iPhone and iPad lines. However, the consumer behavior within the Apple Watch segment shows some differences. While premium models of the iPhone and iPad tend to dominate sales, the Apple Watch lineup sees stronger performance in its mid-range models. The CIRP report suggests that the Series 8 and Series 9, positioned as mid-tier options in terms of both price and features, are particularly appealing to consumers. In contrast, the Ultra models, despite their higher price and advanced capabilities, attract a smaller segment of the market. The lower-cost Apple Watch SE and Nike models cater to an even smaller portion of buyers.