Image: Apple
A new study sheds light on which Apple Watch model consumers buy most — and least, and in between — Consumer Intelligence Research Partners (CIRP) said Wednesday. Enthusiasts who assume the most popular Apple Watch model must be the biggest and best (Ultra 2) or the most cost-effective (SE2) miss the mark. They might be surprised that middle-market Series 9 takes the crown, followed by Series 8, which Apple no longer even sells.
Most popular Apple Watch model: CIRP study ranks them by sales
So CIRP’s research showed flagship Series 9 leads the Apple Watch pack. The study, which analyzed sales data from the June 2024 quarter, found that the Series 9 accounted for an impressive 43% of total U.S. watch sales, dominating not just Apple Watch sales.
And wile the newest models drive the most sales, older versions still maintain a significant presence in the market. The Series 8, though no longer sold directly by Apple, captured 19% of sales through various retailers. Combined, the current and previous flagship models made up nearly two-thirds of all Apple Watch sales during the period.
Premium not exactly prominent
Photo: CIRP
The premium Ultra line, consisting of the Ultra 2 and its predecessor, secured a respectable 20% of the market share. While pretty strong, that performance falls short of high-end models’ market share in Apple’s iPhone and iPad lineups. Those premium, or Pro, versions typically account for a quarter or more of sales.
The study also noted the continued availability of the more affordable Apple Watch SE, catering to budget-conscious consumers. However, Apple Watch SE2 figures weren’t included in the report.
CIRP’s findings highlight Apple’s dominant position in the wearable tech sector, with the Apple Watch line generating tens of billions of dollars in global sales. This success places the smartwatch in a league of its own. The data confirms the device’s popularity and suggests continued strong support from Apple in terms of future updates and features.