The Apple Watch Ultra has outstripped the more budget-friendly Apple Watch SE in terms of popularity, despite its higher price tag, according to recent findings from Consumer Intelligence Research Partners (CIRP), as reported by MacRumors.
The CIRP report offers a comprehensive look at the performance of various Apple Watch models in the market. For the quarter ending in June 2024, the Apple Watch Series 9, which launched in September 2023 alongside the iPhone 15 series, led sales with a commanding 43% share of the total Apple Watch market in the United States. This model has emerged as the preferred choice among consumers. The Apple Watch Series 8, which is no longer sold directly by Apple but remains available through third-party retailers, secured a 19% market share. Together, these two models represented nearly two-thirds of all Apple Watch sales during the reported period.
In the realm of high-end models, the Apple Watch Ultra and Ultra 2 collectively accounted for 20% of the market. Although these models feature advanced technology and are positioned at the premium end of the spectrum, their market share falls short compared to other premium Apple products like the iPhone and iPad, where high-end variants often represent a quarter or more of total sales. Notably, the Ultra 2 has surpassed the original Ultra in market share during the June 2024 quarter.
Conversely, the Apple Watch SE, which provides a more budget-friendly entry point into the Apple Watch ecosystem, captured just 12% of the market. Despite its appeal to cost-conscious consumers, the SE’s market share is significantly smaller compared to the more expensive models. Nike-branded versions of the Apple Watch, which are essentially variations of the Series 8 and 9, contributed a modest 5% to the market share.
Apple’s strategy of offering a diverse range of models at various price points mirrors its approach with the iPhone and iPad lines. However, consumer preferences within the Apple Watch segment reveal a distinct trend. Unlike the iPhone and iPad, where premium models typically dominate sales, the Apple Watch market shows a stronger inclination towards mid-range models. The Series 8 and Series 9, positioned as mid-tier options in terms of both pricing and features, have proven particularly attractive to buyers. Meanwhile, the Ultra models, with their higher cost and advanced features, appeal to a smaller segment of the market. The lower-priced Apple Watch SE and Nike models attract an even narrower audience.
