Report: Apple Watch Ultra More Popular Than Apple Watch SE

[MacRumors]

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.

Article Link: Report: Apple Watch Ultra More Popular Than Apple Watch SE

 

[Abazigal]

Seems like a happy problem for Apple to have, where their more expensive offerings are more popular than their cheaper ones. But I guess that's to be expected when you have captured the premium segment of the market.

 

[xnu]

Their greatest new product in years. As perfect as I remember any product they have ever announced.

 

[rgwebb]

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.

 

[InsideApple]

A picture showing a Watch with the crown facing down….brother ewwwww

 

[CharlesShaw]

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.

 

[Jago]

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.

 

[spazzcat]

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.

How do you handle having a cell phone?

 

[SteveJobs2.0]

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.

And you can add a screen protector perfectly.

 

[Piplodocus]

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.

 

[anthogag]

20% of Watch users are scuba divers.

 

[xander49x]

If Apple could have a 7-day battery life with the Ultra it would fly off the shelf.

 

[coffeemilktea]

As someone with the Watch SE, I'd say it's a great device... but also, if you plan to keep a watch for a couple of years or more, it's probably worth it to get a more expensive model with more features. 🤷‍♂️

As much as I like my SE, I understand why it has a relatively small market share.

 

[jz0309]

Surprised that market share isn’t higher, it is only slightly more than the SS models and has quite a bit more to offer… and it is cheaper than the previous Edition Ti watches

 

[Bogey99]

No mention of stainless steel Series watch sales. Those should be added to Ultra sales to determine the true “high end” market. Probably adds a few percentage points.

 

[poematik13]

its nice just wish they made a smaller version for People of Thin Wrists

 

[CharlesShaw]

Surprised that market share isn’t higher, it is only slightly more than the SS models and has quite a bit more to offer… and it is cheaper than the previous Edition Ti watches

I know, right? I hope the Ultra doesn't go the way of the iPhone mini.

 

[Michael0321]

Does the chart represent units or dollars? When reporting sales, it usually means dollars. So, if dollars, then SE sold about three times the number of units than Ultra. This means three times as many people bought SE over Ultra. So which is the more popular product among consumers?

 

[MasterControlProgram]

It would be interesting to see how the sales figures would change if the SE had an always-on screen. I think that's probably what puts a lot of people off as it's an obvious sign of having the cheaper model.

 

[groove-agent]

I was debating upgrading to the ultra from a series 5, but ended up buy a Garmin Venu 3 and am pretty happy with it. The fitness reporting is much more detailed, especially the sleep tracking. The best part is the limitless watch faces and they have a utility to make your own watch faces. I got tired of looking at the same watch faces on the Apple watch, Apple should really have a 3rd party watch face store. I also prefer the round chassis over the blocky one.

The Venu 3 obviously can't do everything the Apple watch can within the Apple ecosystem, but it's a great alternative and can do most of the essentials, and some things it does better.

 

[ProbablyDylan]

Kind of surprising, especially given how ugly the Ultra is. At the same time, everyone has an apple watch, so buying an ultra is a nice way to set yourself apart I guess.

 

[djc6]

My 12 year old is not ready for a phone, trying to stave off social media addiction. The cellular Apple Watch SE 2 w/standalone cellular plan and Apple Watch Family Setup has been awesome for staying just connected enough.

 

[turbineseaplane]

It will take a LOT more than what the Ultra is to ever get me back from the Garmin ecosystem

For fitness focused folks it's unmatched and the array of device options is incredible

 

[Ramchi]

Seems like a happy problem for Apple to have, where their more expensive offerings are more popular than their cheaper ones. But I guess that's to be expected when you have captured the premium segment of the market.

Responding based on the headline! Actually, Ultra and Ultra 2 captured only 20% of the overall sales. Rest of them are split while Apple Watch 9 is 43% which is the highest, hence your observation is bit misplaced.

Many are buying only the lower end of the Apple Watch but LTE editions unlike iPhone Pro or Pro Max, since the Ultra and Ultra 2 are very expensive. They don’t mind throwing away $200 for a smart watch but not $900 !

 

[CarpalMac]

It will take a LOT more than what the Ultra is to ever get me back from the Garmin ecosystem

For fitness focused folks it's unmatched and the array of device options is incredible

You get so much from Garmin too - anyone who has used the web route planning funtionality (like Footpath) that they provide for free knows what I mean.

I am on my second Fenix and love it, so very much more than I ever did my AW, especially with the HRM-Pro connected.