The Apple Watch Ultra is considerably more popular than the entry-level Apple Watch SE despite its high price point, according to a new report from Consumer Intelligence Research Partners (CIRP).
The report provides a detailed look at how the various Apple Watch models are performing in the market. Apple Watch Series 9, introduced in September 2023 alongside the iPhone 15 lineup, is the most popular model in the lineup as of the June 2024 quarter. It captured 43% of total Apple Watch sales in the United States, making it the top choice among customers. The Series 8, which Apple no longer sells directly but is still available through various retailers, followed with a 19% share. Combined, these two models accounted for nearly two-thirds of all Apple Watch sales during the period.
The Apple Watch Ultra and Ultra 2, which represent the high-end segment of the lineup, 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 variants of other Apple products like the iPhone and iPad. For instance, premium models in these categories typically account for a quarter or more of total sales. The CIRP report indicates that the Ultra 2 had a slightly higher share than the original Ultra during the June 2024 quarter.
The Apple Watch SE held a 12% market share. This model continues to attract buyers who are looking for a more affordable entry point into the Apple Watch, yet its market presence is significantly smaller than that of the higher end models. The Nike-branded version of the Apple Watch, which is essentially a variant of the Series 8 and 9, accounted for a modest 5% of the market.
Apple's strategy of offering a range of models at different price points appears to mirror its approach with the iPhone and iPad. However, there are some notable differences in consumer behavior across these product lines. While the premium models of iPhone and iPad often capture a larger share of sales, the Apple Watch lineup sees stronger performance in its mid-range models. The CIRP report suggests that the Series 8 and Series 9, positioned as a mid-tier option in terms of pricing and features, is particularly attractive to consumers, while the Ultra models, despite their higher price and more advanced capabilities, appeal to a smaller segment of the market. The low-cost Apple Watch SE and Nike models appeal to an even smaller segment of the market.
Thursday November 13, 2025 11:35 am PST by Juli Clover
Apple today released new firmware designed for the AirPods Pro 3, the AirPods 4, and the prior-generation AirPods Pro 2. The AirPods Pro 3 firmware is 8B25, while the AirPods Pro 2 and AirPods 4 firmware is 8B21, all up from the prior 8A358 firmware released in October.
There's no word on what's include in the updated firmware, but the AirPods Pro 2, AirPods 4 with ANC, and AirPods Pro 3...
Tuesday November 11, 2025 9:48 am PST by Joe Rossignol
Apple released the first iOS 26.2 beta last week. The upcoming update includes a handful of new features and changes on the iPhone, including a new Liquid Glass slider for the Lock Screen's clock, offline lyrics in Apple Music, and more.
In a recent press release, Apple confirmed that iOS 26.2 will be released to all users in December, but it did not provide a specific release date....
Thursday November 13, 2025 6:48 am PST by Joe Rossignol
iOS 26 extended pinned conversations in the Messages app to CarPlay, for quick access to your most frequent chats. However, some drivers may prefer the classic view with a list of individual conversations only, and Apple now lets users choose.
Apple released the second beta of iOS 26.2 this week, and it introduces a new CarPlay setting for turning off pinned conversations in the Messages...
Wednesday November 12, 2025 11:42 am PST by Joe Rossignol
While it was rumored that Apple planned to release new versions of the HomePod mini, Apple TV, and AirTag this year, it is no longer clear if that will still happen.
Back in January, Bloomberg's Mark Gurman said Apple planned to release new HomePod mini and Apple TV models "toward the end of the year," while he at one point expected a new AirTag to launch "around the middle of 2025." Yet,...
Wednesday November 12, 2025 9:15 am PST by Joe Rossignol
Apple today announced that iPhone users can now create a Digital ID in the Apple Wallet app based on information from their U.S. passport.
To create and present a Digital ID based on a U.S. passport, you need:
An iPhone 11 or later running iOS 26.1 or later, or an Apple Watch Series 6 or later running watchOS 26.1 or later
Face ID or Touch ID and Bluetooth turned on
An Apple Account ...
Tesla is working to add support for Apple CarPlay in its vehicles, Bloomberg's Mark Gurman reports.
Tesla vehicles rely on its own infotainment software system, which integrates vehicle functions, navigation, music, web browsing, and more. The automaker has been an outlier in foregoing support for Apple CarPlay, which has otherwise become an industry standard feature, allowing users to...
Monday November 10, 2025 1:08 pm PST by Juli Clover
Today marks the fifth anniversary of the Apple silicon chip that replaced Intel chips in Apple's Mac lineup. The first Apple silicon chip, the M1, was unveiled on November 10, 2020. The M1 debuted in the MacBook Air, Mac mini, and 13-inch MacBook Pro.
The M1 chip was impressive when it launched, featuring the "world's fastest CPU core" and industry-leading performance per watt, and it's only ...
Wednesday November 12, 2025 3:29 pm PST by Juli Clover
Apple today provided developers with the second beta of iOS 26.2, which adds a few new features worth knowing about.
Measure App
Apple's Measure app now features a Liquid Glass design for the level, with two Liquid Glass bubbles instead of white circles.
Games App
There's now an option to sort games in the Games app Library by size, in addition to Name and Recent.
CarPlay
The...
Wednesday November 12, 2025 2:49 am PST by Tim Hardwick
Update: It took a day, but Apple has now corrected its Apple Intelligence device compatibility list to show support for the earliest Apple silicon Macs. The original article follows.
Apple's website is causing some confusion among Mac owners, and for good reason – its device compatibility listing for Apple Intelligence appears to have dropped support for M1 Macs.
The U.S. version...
Friday November 14, 2025 10:02 am PST by Joe Rossignol
Starting with the upcoming tvOS 26.2 update, currently in beta, additional profiles created on the Apple TV no longer require their own Apple Account.
In the Settings app on the Apple TV, under Profiles and Accounts, anyone can create a new profile by simply entering a name and indicating whether the profile is for a kid. The profile will be associated with the primary user's Apple Account,...
The SE's value proposition is off: it is not cheap enough to compete with the bottom; expensive enough people would prefer the features in the general consumer (now mid-tier) offering.
At this juncture, for many of Apple's products they offer something at a price point because the board wants to see it but it practically only exists to stair-step you up the lineup to spend as much money as possible.
I wanted a watch, but a 1 day battery life simply isn’t anywhere near acceptable for me and I didn’t want to be worrying too much if my wrist grazes a door or something, so I wanted the titanium casing and sapphire glass. Yeah, Ultra is kinda expensive, but it checks all the boxes for me, so whatever, since I can afford it.
The flat screen makes all the difference to me. Easier for me to see the entire screen clearly in strong light, and easier for me to interact with the screen.
Probably because it's the only one where the battery might last long enough to use for logging a days mountain bike riding in places with crap cellular without taking your phone? I'd be tempted by an ultra next time. Why? Because after you've had it a year a regular one won't even last a day if you do a few hours exercise so the heart monitor is going full rate.
