The Apple Watch Ultra is considerably more popular than the entry-level Apple Watch SE despite its high price point, according to a new report from Consumer Intelligence Research Partners (CIRP).
The report provides a detailed look at how the various Apple Watch models are performing in the market. Apple Watch Series 9, introduced in September 2023 alongside the iPhone 15 lineup, is the most popular model in the lineup as of the June 2024 quarter. It captured 43% of total Apple Watch sales in the United States, making it the top choice among customers. The Series 8, which Apple no longer sells directly but is still available through various retailers, followed with a 19% share. Combined, these two models accounted for nearly two-thirds of all Apple Watch sales during the period.
The Apple Watch Ultra and Ultra 2, which represent the high-end segment of the lineup, contributed 20% of total sales. Despite their advanced features and premium positioning, the Ultra models have a smaller market share compared to the high-end variants of other Apple products like the iPhone and iPad. For instance, premium models in these categories typically account for a quarter or more of total sales. The CIRP report indicates that the Ultra 2 had a slightly higher share than the original Ultra during the June 2024 quarter.
The Apple Watch SE held a 12% market share. This model continues to attract buyers who are looking for a more affordable entry point into the Apple Watch, yet its market presence is significantly smaller than that of the higher end models. The Nike-branded version of the Apple Watch, which is essentially a variant of the Series 8 and 9, accounted for a modest 5% of the market.
Apple's strategy of offering a range of models at different price points appears to mirror its approach with the iPhone and iPad. However, there are some notable differences in consumer behavior across these product lines. While the premium models of iPhone and iPad often capture a larger share of 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 a mid-tier option in terms of pricing and features, is particularly attractive to consumers, while the Ultra models, despite their higher price and more advanced capabilities, appeal to a smaller segment of the market. The low-cost Apple Watch SE and Nike models appeal to an even smaller segment of the market.
Wednesday April 23, 2025 8:31 am PDT by Joe Rossignol
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices.
Below, we recap key changes rumored for the iPhone 17 Pro models as of April 2025:
Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone ...
Thursday April 24, 2025 2:14 am PDT by Tim Hardwick
If you missed the video showing dummy models of Apple's all-new super thin iPhone 17 Air that's expected later this year, Sonny Dickson this morning shared some further images of the device in close alignment with the other dummy models in the iPhone 17 lineup, indicating just how thin it is likely to be in comparison.
The iPhone 17 Air is expected to be around 5.5mm thick – with a thicker ...
Despite being more than two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. With AirPods Pro 3 widely expected to arrive in 2025, prospective buyers now face a familiar dilemma: snap up the proven...
Tuesday April 22, 2025 10:22 am PDT by Juli Clover
Apple plans to release an all-new super thin iPhone this year, debuting it alongside the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. We've seen pictures of dummy models, cases, and renders with the design, but Lewis Hilsenteger of Unbox Therapy today showed off newer dummy models that give us a better idea of just how thin the "iPhone 17 Air" will be.
The iPhone 17 Air is expected to be ...
Thursday April 24, 2025 8:24 am PDT by Joe Rossignol
While the so-called "iPhone 17 Air" is not expected to launch until September, there are already plenty of rumors about the ultra-thin device.
Overall, the iPhone 17 Air sounds like a mixed bag. While the device is expected to have an impressively thin and light design, rumors indicate it will have some compromises compared to iPhone 17 Pro models, including only a single rear camera, a...
Tuesday April 22, 2025 5:01 am PDT by Tim Hardwick
A developer has demonstrated Windows 11 ARM running on an M2 iPad Air using emulation, which has become much easier since the EU's Digital Markets Act (DMA) regulations came into effect.
As spotted by Windows Latest, NTDev shared an instance of the emulation on social media and posted a video on YouTube (embedded below) demonstrating it in action. The achievement relies on new EU regulatory...
Thursday April 24, 2025 10:15 am PDT by Joe Rossignol
Starting today, April 24, Apple Stores around the world are giving away a special pin for free to customers who request one, while supplies last.
Photo Credit: Filip Chudzinski
The enamel pin's design is inspired by the Global Close Your Rings Day award in the Activity app, which Apple Watch users can receive by closing all three Activity rings today. The limited-edition pin is the physical...
Apple's $570 million fine from the EU has triggered a sharp rebuke from the White House, which called the fine a form of economic extortion, Reuters reports.
The fine was announced on Wednesday by the European Commission, following a formal investigation into Apple's compliance with the bloc's Digital Markets Act (DMA), a landmark piece of legislation aimed at curbing the market dominance of ...
Thursday April 24, 2025 12:09 pm PDT by Joe Rossignol
When an iPad running iPadOS 19 is connected to a Magic Keyboard, a macOS-like menu bar will appear on the screen, according to the leaker Majin Bu.
This change would further blur the lines between the iPad and the Mac. Bloomberg's Mark Gurman previously claimed that iPadOS 19 will be "more like macOS," with unspecified improvements to productivity, multitasking, and app window management,...
The SE's value proposition is off: it is not cheap enough to compete with the bottom; expensive enough people would prefer the features in the general consumer (now mid-tier) offering.
At this juncture, for many of Apple's products they offer something at a price point because the board wants to see it but it practically only exists to stair-step you up the lineup to spend as much money as possible.
I wanted a watch, but a 1 day battery life simply isn’t anywhere near acceptable for me and I didn’t want to be worrying too much if my wrist grazes a door or something, so I wanted the titanium casing and sapphire glass. Yeah, Ultra is kinda expensive, but it checks all the boxes for me, so whatever, since I can afford it.
The flat screen makes all the difference to me. Easier for me to see the entire screen clearly in strong light, and easier for me to interact with the screen.
Probably because it's the only one where the battery might last long enough to use for logging a days mountain bike riding in places with crap cellular without taking your phone? I'd be tempted by an ultra next time. Why? Because after you've had it a year a regular one won't even last a day if you do a few hours exercise so the heart monitor is going full rate.
