Apple Watch Ultra More Popular Than Apple Watch SE

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.