Despite its premium price, the Apple Watch Ultra is significantly more popular than the entry-level Apple Watch SE. According to a new report from Consumer Intelligence Research Partners (CIRP) via MacRumors.

The report offers a detailed analysis of the performance of various Apple Watch models in the market. In the June 2024 quarter, the Apple Watch Series 9, which launched in September 2023 alongside the iPhone 15 lineup, led the pack, accounting for 43% of all Apple Watch sales in the United States, making it the top choice of consumers. Close behind is the Apple Watch Series 8, a model that Apple no longer sells directly but is still available through various retailers. The Series 8 accounted for 19% of the market share. Together, these two models dominated nearly two-thirds of all Apple Watch sales during this period.

The high-end Apple Watch Ultra and Ultra 2 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 versions of other Apple products such as the iPhone and iPad, where premium variants usually account for a quarter or more of total sales. The report also shows that the Ultra 2 overtook the original Ultra in market share in the June 2024 quarter.

The Apple Watch SE, which offers a cheaper entry into the Apple Watch range, captured a 12% market share. While it continues to attract budget-conscious buyers, its presence is significantly smaller compared to the higher-end models. The Nike versions of the Apple Watch, essentially variants of the Series 8 and 9, meanwhile, accounted for a modest 5% of the market.

Apple’s strategy of offering a wide range of models at different price points seems to mirror its approach with the iPhone and iPad lineups. However, consumer behavior in the Apple Watch segment shows some differences. While the premium models of the iPhone and iPad tend to dominate sales, the mid-range models of the Apple Watch line are stronger. The CIRP report suggests that the Series 8 and 9, positioned as mid-range options in terms of both price and features, are particularly attractive to consumers. In contrast, the Ultra models attract a smaller segment of the market despite their higher price and advanced features. The cheaper Apple Watch SE and Nike models appeal to an even smaller portion of buyers.