In its latest report, Consumer Intelligence Research Partners (CIRP) takes a look at the basic profile of Apple Watch sales and finds that Apple’s high-end Apple Watch Ultra models combined outsell the entry-level Apple Watch SE. Apple Watch Series 9 dominates with 43% share of Apple Watch sales, more than Ultra, Ultra 2, and SE combined (32%).
According to the study, Series 9 (43%) and Series 8 (19%) were the best-selling models in the June quarter of 2024.
The Apple Watch SE 2 follows, with 12% of sales. Combined, the Apple Watch Ultra 2 (11%) and the first Ultra (9%) sold more than the SE 2 and Nike edition (5%) combined. However, it’s interesting to see that a large portion of customers are still buying older models.
In total, almost one in every three Apple Watches sold in this June quarter were from an older generation, which shows that Apple hasn’t made significant changes to justify the upgrade instead of saving some money.
MacDailyNews Take: Not necessarily or even likely. Sales of older, less expensive models also shows that 2/3rd of Apple Watch buyers are new to Apple Watch (as per Apple CFO Luca Maestri during Apple’s August 1, 2024 conference call with analysts) and are simply looking for an inexpensive entry point to see what Apple Watch is all about.
Michael Levin and Josh Lowitz for CIRP:
Series 8 is still available at retailers, although not directly from Apple, and in the quarter it captured 19% of sales.
Ultra and Ultra 2 had 20% of total sales, with Ultra 2 accounting for a slightly greater share in the June 2024 quarter. As with the Series 8 and 9, the original Ultra is still available at retailers but not directly from Apple. Also, the Nike-branded model, a form of the Series 8 and 9, had a small share.
Apple Watch models break down in a somewhat similar pattern to iPhone and iPad sales, although with fewer sales of the most expensive Ultra models, at 20% combined. For both iPhone and iPad, the most expensive models generally account for one-quarter or more of total sales.
MacDailyNews Take: Apple Watch Ultra models will continue to grow share, just like iPhone Pro models, as new-to-Apple-Watch users look to buy their next Apple Watch and choose to invest in the flagship model.
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[Thanks to MacDailyNews Reader “Fred Mertz” for the heads up.]
