Apple Watch Sales Performance and Market Analysis

Apple Watch Sales Analysis: CIRP Report

The consumer research company CIRP has detailed the sales performance of the current generation Apple Watch models in its latest report, analyzing the impact of these products on the market. This study seeks to reveal how well Apple Watches are selling and which models users are gravitating towards.

According to the analysis, Apple Watch Series 9 (%43) and Series 8 (%19) stood out as the best-selling models in the June quarter of 2024. However, it is noteworthy that Apple is still prohibited from selling the Series 9 model, which has a blood oxygen monitor, in the U.S. Additionally, the Series 8 is only available through other retailers.

Following these two models, Apple Watch SE 2 stands out, accounting for 12% of sales. Apple Watch Ultra 2 has an 11% share, while the total sales of the first Ultra model (%9) are higher than the combined sales of the SE 2 and Nike edition (%5). However, a significant portion of users is still observed to be leaning towards older generation Apple Watch models. In the June quarter, nearly one in three Apple Watches sold was an earlier generation product. This situation indicates that despite the high price tag of the new generation products Apple offers, it has not provided sufficient change.

According to CIRP’s report, the sales distribution of Apple Watch models exhibits a structure similar to that of iPhone and iPad sales. However, it is notable that the total sales of the most expensive Ultra models remain at a lower level of 20%. Generally, the highest-priced models of iPhone and iPad usually account for a quarter or more of total sales, while this is not the case for Apple Watch.

Nevertheless, it is expected that Apple will focus on both the Ultra and SE series for future generation products. The SE series is considered to be released with a plastic casing. This could significantly reduce the product price, making Apple’s SE offering more attractive to a broader range of users.