Apple Watch Ultra Outsells Apple Watch SE Despite Higher Price

The Apple Watch Ultra is now more popular than the budget-friendly Apple Watch SE, according to reports from Consumer Intelligence Research Partners (CIRP). Despite its premium price, the Ultra series is capturing a larger share of the market, showing that many customers are willing to pay for advanced features.

Apple Watch Sales Overview

As of June 2024, the Apple Watch Series 9 leads sales, making up 43% of total Apple Watch sales in the United States. The Series 8 follows with 19%, even though Apple no longer sells it directly. Together, these two models account for nearly two-thirds of all Apple Watch sales.

The Rise of the Apple Watch Ultra

The Apple Watch Ultra and Ultra 2 contribute 20% to total sales. Designed for those seeking high-end features, these models are more popular than the entry-level Apple Watch SE, which holds 12% of the market. Despite its affordability, the SE model is less attractive to consumers compared to more advanced options.

Comparing Apple Watch Models

Interestingly, the Ultra models, despite their higher cost, have a smaller market share compared to the most expensive iPhone and iPad models, which typically account for about 25% of sales. However, the Series 8 and Series 9 watches, positioned as mid-range options, are the most appealing to consumers.

What’s Next for Apple Watch?

Apple is expected to continue focusing on both the Ultra and SE lines. Rumors suggest that the next SE model could feature a plastic finish, potentially making it more affordable and appealing to a broader audience.

The Apple Watch Ultra's popularity shows that consumers value advanced features and are willing to pay a premium for them. However, the mid-range Series 8 and 9 remain the top choices for most buyers, while the SE model appeals to those on a budget.

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