The Apple Watch continues to be a significant growth driver for Apple, with the company expanding its offerings to cater to a wide range of preferences and budgets. With the Apple Watch Series 9, Apple Watch SE 2, and Apple Watch Ultra 2 all available, it begs the question: which model is resonating most with buyers? The answer is strikingly clear.

According to a recent report from Consumer Intelligence Research Partners (CIRP), despite the specialized appeal of the Apple Watch Ultra 2 and the affordability of the Apple Watch SE 2, the majority of consumers are gravitating toward the Apple Watch Series 9. The report reveals that the Series 9 accounts for a commanding 43% of total U.S. Apple Watch sales, far outpacing its counterparts.

Interestingly, the Apple Watch Series 8, though no longer directly available from Apple, still managed to capture 19% of the market, thanks to continued availability through other retailers. In contrast, the Apple Watch Ultra 2—despite its advanced features—only secured 20% of sales, slightly edging out the original Ultra model. The Nike-branded variants of the Series 8 and 9 registered a smaller share of the market.

^{Consumer Preference Strongly Favors Apple Watch Series 9}

It’s no surprise that the Apple Watch Series 9 outshines the Apple Watch SE 2. The modest price difference between the two models makes the Series 9 a more appealing option for those looking to get more value for their money. The Series 9 offers enhanced features that justify the slightly higher investment, making it a smarter choice for most consumers.

On the other end of the spectrum, the Apple Watch Ultra 2 presents an interesting case. Despite being packed with more advanced features than the Series 9, its steep price point—nearly double that of the standard Apple Watch—deters many potential buyers. The Ultra 2 is positioned as the luxury model, akin to the Mac Pro in Apple’s product lineup, which naturally limits its appeal to a niche market of enthusiasts.

As Apple gears up for its September iPhone event, all eyes are on the upcoming Apple Watch X. The tech community is buzzing with speculation about what innovations Apple will introduce next. With the Series 9 setting a high benchmark, the pressure is on for Apple to deliver something truly groundbreaking.