Way more people are choosing the Apple Watch Series 9 over the Ultra or the SE

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No surprise with these sales.

Apple Watch Ultra 2 Series 9 and Watch SE together
(Image credit: Future / Britta O'Boyle)

The Apple Watch continues to be a growing business for Apple, and the company has responded to the growth by continuing to expand the number of models that it offers. With the Apple Watch Series 9, Apple Watch SE 2, and Apple Watch Ultra 2 on the market right now, which model do people buy the most? It's not even close.

In a new report from CIRP (Consumer Intelligence Research Partners), they found that most people, despite the Apple Watch Ultra 2 being there for enthusiasts and the Apple Watch SE 2 being there for the budget-conscious, most consumers went for the Apple Watch Series 9 — by a lot.

The report says that "Series 9 had the greatest share at 43% of total US watch sales. Series 8 is still available at retailers, although not directly from Apple, and in the quarter it captured 19% of sales." It also found that the "Ultra and Ultra 2 had 20% of total sales, with Ultra 2 accounting for a slightly greater share in the June 2024 quarter. As with the Series 8 and 9, the original Ultra is still available at retailers but not directly from Apple. Also, the Nike-branded model, a form of the Series 8 and 9, had a small share."

This news isn't surprising

Apple Watch Series 9 review

(Image credit: Future)

It's not surprising to see the Apple Watch Series 9 beat out the Apple Watch SE 2 and Apple Watch Ultra 2 as the go to Apple Watch model for most people. The price difference between the SE 2 and the Series 9 isn't much so, with the additional features you get with the standard model, it makes sense that most people would spend a little more to get them.

It's almost like the exact opposite is true with the Apple Watch Ultra 2. It has more features than the Apple Watch Series 9, so why aren't people choosing that one? The price. The Apple Watch Ultra costs almost twice as much as the standard Apple Watch — it's basically the Mac Pro of the Apple Watch lineup.

I'm excited to see what Apple might do with the Apple Watch X. The company is set to reveal the next generation of the Apple Watch models next month at the iPhone event in September.

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Joe Wituschek
Joe Wituschek
Contributor

Joe Wituschek is a Contributor at iMore. With over ten years in the technology industry, one of them being at Apple, Joe now covers the company for the website. In addition to covering breaking news, Joe also writes editorials and reviews for a range of products. He fell in love with Apple products when he got an iPod nano for Christmas almost twenty years ago. Despite being considered a "heavy" user, he has always preferred the consumer-focused products like the MacBook Air, iPad mini, and iPhone 13 mini. He will fight to the death to keep a mini iPhone in the lineup. In his free time, Joe enjoys video games, movies, photography, running, and basically everything outdoors.

8 Comments Comment from the forums
  • Just_Me_D
    Come on. You’re talking a two to three hundred dollar price difference, with the exception of the Stainless Steel version. Of course ‘more’ people will choose the Series 9 on price alone.

    I do not need my Watch Ultra 2. It truly is overkill for ‘me’, however, I’m so glad I bought its larger is definitely blessing to my aging eyes…;)
    Reply
  • Wotchered
    Just_Me_D said:
    Come on. You’re talking a two to three hundred dollar price difference, with the exception of the Stainless Steel version. Of course ‘more’ people will choose the Series 9 on price alone.

    I do not need my Watch Ultra 2. It truly is overkill for ‘me’, however, I’m so glad I bought its larger is definitely blessing to my aging eyes…;)

    Two or three hun ... What !
    I have never spent that amount on a watch and I've had them last twenty years !
    Reply
  • HowardBrazee
    I keep being tempted by the battery size of the Ultra (and have my golf app last for a whole round), but then I put one on my wrist, and get turned off by the size).
    Reply
  • Just_Me_D
    Wotchered said:
    Two or three hun ... What !
    I have never spent that amount on a watch and I've had them last twenty years !

    Up until my mid-twenties, I had never spent more than $25 on a watch, and back then I wore either Timex or Casio. After my career and marriage begin, I started buying the more expensive watches. They all lasted a long time.

    With that being said, I’ve not worn a traditional watch since the introduction of the first Watch and I’ve been wearing an Watch ever since.

    Anyway, back to the ‘Two or three hundred dollar difference’ comment. I was rationalizing why more people would opted for the non-Ultra model.
    Reply
  • Just_Me_D
    HowardBrazee said:
    I keep being tempted by the battery size of the Ultra (and have my golf app last for a whole round), but then I put one on my wrist, and get turned off by the size).


    I see so many people (men and women) here in the Orlando area wearing an Watch Ultra/Ultra 2 to where its size is simply normal. Besides, it pales in comparison some of the Invicta watches I’ve seen over the years.
    Reply
  • FFR
    HowardBrazee said:
    I keep being tempted by the battery size of the Ultra (and have my golf app last for a whole round), but then I put one on my wrist, and get turned off by the size).

    You can try it with a non Apple Watch Ultra strap, still looks good and takes away most of the bulk.

    The Apple Watch Ultra actually looks elegant with a Hermes strap, or any slim leather strap for that matter.
    Reply
  • HowardBrazee
    Just_Me_D said:
    Up until my mid-twenties, I had never spent more than $25 on a watch, and back then I wore either Timex or Casio. After my career and marriage begin, I started buying the more expensive watches. They all lasted a long time.

    With that being said, I’ve not worn a traditional watch since the introduction of the first Watch and I’ve been wearing an Watch ever since.

    Anyway, back to the ‘Two or three hundred dollar difference’ comment. I was rationalizing why more people would opted for the non-Ultra model.
    After I got out of the USAF (where I was required to wear a watch), I didn't wear a watch until my Apple Watch. I don't need a watch to keep time, especially if I am carrying an iPhone.
    Reply
  • Just_Me_D
    HowardBrazee said:
    After I got out of the USAF (where I was required to wear a watch), I didn't wear a watch until my Apple Watch. I don't need a watch to keep time, especially if I am carrying an iPhone.

    I hear you. I’ve worn a watch since I was about 7 years old. In fact, I could be looking at the display on my iPhone and I’ll still look at my Watch for the time. It’s a habit I know I’ll never break.

    During the few times I’ve left my Watch home, I would look at my wrist for the time and then get irritated even though my iPhone is in my possession. Yep…that’s Just Me … D
    Reply