The Apple Watch Ultra and Ultra 2, despite their premium pricing, are significantly more popular than the budget-friendly Apple Watch SE, according to a new report from Consumer Intelligence Research Partners (CIRP). The findings reveal key insights into consumer preferences within Apple’s wearable lineup.
The Apple Watch Series 9, launched alongside the iPhone 15 in September 2023, emerged as the top-selling model in the U.S. during the June 2025 quarter, accounting for 43% of total sales. The previous-generation Series 8, no longer sold directly by Apple but still available through third-party retailers, followed with a 19% share. Together, these two models represented nearly two-thirds of all Apple Watch purchases.
Ultra Models Claim 20% Share, Lag Behind Other Apple Premium Devices
The high-end Apple Watch Ultra and Ultra 2 collectively contributed 20% of total sales—a notable figure, though smaller than the premium segments of Apple’s iPhone and iPad lines, which typically capture at least a quarter of sales. The report noted that the Ultra 2 slightly outperformed the original Ultra in the same period.
Meanwhile, the Apple Watch SE, positioned as an affordable entry point, held a 12% market share. The Nike-branded variants of the Series 8 and Series 9 accounted for just 5% of sales.
Mid-Range Watches Drive Strongest Demand
Apple’s multi-tier pricing strategy for the Apple Watch mirrors its approach with iPhones and iPads. However, consumer behavior differs, with mid-range models like the Series 8 and Series 9 proving most popular. The Ultra lineup, despite its advanced features, appeals to a niche audience, while the SE and Nike variants cater to even smaller segments.
The data suggests that while Apple’s premium wearables attract enthusiasts, the broader market favors balanced pricing and functionality over cutting-edge specs.
