In the June 2024 quarter, Apple Watch sales showed a strong preference for mid-range models. The Series 9 took the top spot, accounting for 43% of total U.S. Apple Watch sales. This made it the most popular model. The Series 8, though no longer sold directly by Apple, still captured 19% of sales. This data highlights the enduring appeal of slightly older models.
Premium Ultra Models See Moderate Success
Apple’s high-end Ultra and Ultra 2 models, which feature advanced technology and premium designs, captured a combined 20% of total sales. Among these, the Ultra 2 was more popular during the quarter. Despite their innovative features, the Ultra models have not yet achieved the market dominance seen in other Apple products like the iPhone or iPad.
![Close-up of an Apple Watch Series 9.](https://www.tuaw.com/wp-content/uploads/2024/08/Apple-Watch-S9.jpg)
SE Model Continues to Attract Budget-Conscious Buyers
The SE model, Apple’s budget-friendly option, continues to attract cost-conscious consumers. While specific sales figures for the SE were not disclosed, its steady demand suggests its ongoing success. The SE’s performance aligns with Apple’s strategy to offer a range of products that cater to different consumer needs.
Apple Watch sales are increasingly concentrated in the mid-range segment, with the Series 9 leading the market. While premium models like the Ultra and Ultra 2 offer cutting-edge features, they have yet to capture a significant market share. As Apple continues to innovate, balancing high-end and accessible options will be key to maintaining its dominance in the smartwatch industry.