Consumers prefer the mid-priced Apple Watch models over the big-budget Ultras and the low-cost Apple Watch SE, a report finds, with the Series 8 and Series 9 making up the bulk of sales in the June quarter.
A render of what the Apple Watch Series 10 could look like
The Apple Watch SE is a lower-priced model in the Apple Watch range, intended as an entryway into wearable devices. Despite the price, the Apple Watch SE is seemingly selling poorly when compared to others in the catalog, including those that Apple doesn't directly sell.
According to a report by analysts at CIRP, there are three broad categories of Apple Watch, consisting of the flagship Apple Watch Series 9, the basic Apple Watch SE, and the premium Ultra 2.
In the quarter ending June 2024, the Apple Watch Series 9 was by far the most popular option, with a 43% share. It was followed by the Apple Watch Series 8, which garnered a 19% share from third-party retailers.
The Ultra category came next, at 11% for the Apple Watch Ultra 2 and 9% for the Apple Watch Ultra. Just like the Apple Watch Series 8, the original Apple Watch Ultra is only sold by third-party resellers.
The Apple Watch SE consumed just 12% of the overall market share, being outpaced by the Series 8 by a considerable margin.
CIRP also said that Nike-branded Series models made up a 5% share.
Overall, the mid-range Series models had a total share of 67% of sales. The Ultra picked up 20% and the SE about 12%.
The report does certainly demonstrate that consumers are happy with going for the main flagship model instead of going for a cheaper or considerably more expensive variant.
It is expected that Apple will be introducing a new Apple Watch Series 10 during the fall special events, which could shake up sales. The new model is anticipated to have a new band connection method, improved power savings, a larger screen, and a possibly thinner body.