With a much more affordable price and compelling features, one might think that the Apple Watch SE attracts so many people that it becomes the most popular model. But that’s not the case at all, the entry-level Apple Watch sells less well than the Apple Watch Ultra 1 and 2, which are much more expensive!
Apple Watch Ultra seduces more than Apple Watch SE
According to a report A recent report from research firm CIRP, the market shares of the different Apple Watch models in the third quarter of 2024 reveal some surprising trends. Contrary to expectations, the most expensive Apple Watches, including the Apple Watch Ultra, are outselling entry-level models like the Apple Watch SE, despite being three to four times more expensive.
The Apple Watch Ultra, as well as its newer version, the Ultra 2 (currently in promotion on Amazon), now account for 20% of overall Apple Watch sales. This success is particularly important for Apple, as the Ultra models generate the best profit margin within the entire range. This performance is all the more remarkable given that the Apple Watch SE (even though offered at a much more affordable price) only captures 12% of sales.
The Apple Watch SE seems to be suffering from internal competition, particularly from the Apple Watch Series 8 and Series 9. These two models, offered at a slightly higher price, attract a majority of consumers thanks to their more complete features and their modernity. For many buyers, the difference of 100 to 200 euros is justified by the advantages offered by the Series 8 and 9.
The Apple Watch Series 9 emerged as the most popular model of the quarter, taking 43% of sales in the United States. It was followed by the Apple Watch Series 8, which, although no longer sold directly by Apple, maintained a 19% market share. This longevity is explained by resellers who continue to order this model in large quantities.
Finally, the Nike version of the Apple Watch, which is a variation of the Series 8 and 9, represents 5% of total sales. This version, with its distinctive design and sports-oriented features, continues to attract a niche of loyal consumers.
These numbers highlight a clear trend: Apple Watch consumers are increasingly choosing premium models, even at the expense of more affordable models. This phenomenon not only demonstrates users’ trust in the brand, but also their willingness to invest more to obtain products that offer superior performance and features. For Apple, this success of the Ultra models is excellent news, as it strengthens the profitability of its Apple Watch line.
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