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In Consumer Intelligence Research Partners (CIRP) data for the U.S. quarter ending June 2024, the two Apple Watch Ultra models together accounted for about 20% of Apple Watch sales, compared with 17% for the Apple Watch SE 2 and Nike-branded category combined. The result is historical, not a current sales ranking—and the Series 9 remained the leading individual model.
What the June 2024 sales figures show
CIRP’s reported figures, covered by MacRumors and BGR, describe model and category shares of Apple Watch sales in the United States during the quarter ending June 2024. They do not represent global sales or Apple’s current lineup.
| Model or category | Share of reported U.S. Apple Watch sales |
|---|---|
| Apple Watch Series 9 | 43% |
| Apple Watch Series 8 | 19% |
| Apple Watch Ultra 2 | 11% |
| Original Apple Watch Ultra | 9% |
| Apple Watch SE 2 | 12% |
| Nike-branded category | 5% |
The comparison combines two Ultra models and compares their total with the SE 2 and Nike category: 11% + 9% = 20% for Ultra, versus 12% + 5% = 17% for SE 2 and Nike. That is an advantage of about three percentage points in this period’s reported sales mix. The figures are attributed to CIRP as reported by those outlets; they do not provide the underlying sample details for an independent audit.
Ultra was not the best-selling Apple Watch
The Series 9 alone accounted for 43% of reported sales, and the Series 8 added 19%. Together, the two standard Series models represented about 62%—roughly three times the Ultra family’s 20%. So the finding is that Ultra beat the SE 2 and Nike categories combined, not that it outsold Apple’s mainstream watches or led the lineup overall.
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![Apple Watch Ultra [GPS + Cellular 49mm] Titanium Case with Midnight Ocean Band, One Size (Renewed)](https://m.media-amazon.com/images/I/41NQgyV24pL._SL160_.jpg)
- WHY APPLE WATCH ULTRA - Rugged and capable, built to meet the demands of endurance athletes, outdoor adventurers, and water sports enthusiasts - with a specialized band for each. Up to 36 hours of battery life, plus all the Apple Watch features that help you stay healthy, safe, and connected.
- EXTREMELY RUGGED, INCREDIBLY CAPABLE - 49mm corrosion-resistant titanium case. Larger Digital Crown and more accessible buttons. 100m water resistance. Customizable Action button for instant physical control over a variety of functions.
- BIGGEST, BRIGHTEST DISPLAY YET- A bright Always-On Retina display that’s easy to see, even in direct sunlight. More room for adding complications to customize your watch face.
- FOR ENDURANCE ATHLETES - Advanced metrics in the Workout app, including Heart Rate Zones and Running Form. Precision dual-frequency GPS for accuracy, distance, route, and pace calculations. Trail Loop band is thin, light, and flexible, designed especially for runners.
- FOR OUTDOOR ADVENTURERS - Redesigned Compass app delivers all-new views and functionality. Mark your location with Compass Waypoints. Backtrack uses GPS to map where you’ve been so you can retrace your steps. Alpine Loop band is extremely rugged and secure to meet the needs of hikers and climbers.
Nor does a 20% share mean most buyers chose Ultra. In the reported breakdown, about four in five sales were in other categories. The data is best read as evidence that Apple’s premium watch line had a notable share, while standard Series watches remained the volume center.
Why the comparison needs context
Ultra is a product family; Nike is a branding category
The Ultra figure adds together the original Ultra and Ultra 2. Nike, by contrast, refers to Nike-branded Apple Watch configurations, not a separate watch platform with equivalent hardware. Apple continues to offer Nike bands and configurations: its U.S. store lists Nike Sport Loop or Sport Band options for current models including Series 11 and SE 3. See Apple’s Series 11 Nike configuration and SE 3 Nike configuration.
Rank #2
![Apple Watch Ultra 2 [GPS + Cellular, 49mm] - Titanium Case With White Ocean Band, One Size (Renewed)](https://m.media-amazon.com/images/I/41gGnPrmuQL._SL160_.jpg)
- WHY APPLE WATCH ULTRA 2 — Rugged, capable, and built to meet the demands of endurance athletes, outdoor adventurers, and water sport enthusiasts — with a specialized band for each. The S9 SiP enables a superbright display and a magical new way to quickly and easily interact with your Apple Watch without touching the display. Up to 36 hours of battery life and 72 hours in Low Power Mode.
- CARBON NEUTRAL — Apple Watch Ultra 2 paired with the latest Alpine Loop or Trail Loop is carbon neutral. Learn more about Apple’s commitment to the environment at apple.com/2030.
- EXTREMELY RUGGED, INCREDIBLY CAPABLE — 49mm corrosion-resistant titanium case. Large Digital Crown and Customizable Action button for instant control over a variety of functions. 100m water resistance.
- BIGGEST, BRIGHTEST DISPLAY YET — Apple’s brightest Always-On Retina display is easy to see, even in direct sunlight. More room for adding complications to customize your watch face and enough space to view six metrics at once.
- THE FREEDOM OF CELLULAR — Cellular is built in. You can call and text without your iPhone, even overseas with international roaming. Stream your favorite music and podcasts. Get directions with Maps.
That makes the headline’s comparison directionally interesting but not perfectly like-for-like: it weighs a distinct premium family against a lower-cost model plus a branded configuration category.
Strong demand does not establish why people bought Ultra
Ultra’s rugged positioning, larger case, titanium construction, outdoor-oriented features, and longer battery life are plausible reasons it appeals to some buyers. Others may value its size or distinct look. The sales percentages do not identify buyers’ motives, so these are possible explanations, not findings established by CIRP’s figures.
Rank #3
![Apple Watch Ultra 3 [GPS + Cellular 49mm] Running & Multisport Smartwatch w/Rugged Titanium Case w/Black Titanium Milanese Loop - L. Satellite Communications, Advanced Health & Fitness Tracking](https://m.media-amazon.com/images/I/51x8F3QDUWL._SL160_.jpg)
- RUGGED AND READY TO GO—The ultimate sports and adventure smartwatch is built to last with an extremely tough titanium case and a strong sapphire crystal display. Water resistant up to 100m—it’s great for swimmers, divers, and fans of high-speed water sports.*
- A FULL-FEATURED HEALTH TRACKER—Ultra 3 can take an ECG* and check your heart rhythm for signs of AFib—right from your wrist. The smartwatch sends alerts for possible hypertension,* an irregular heart rhythm,* or an unusually high or low heart rate. You can view your overnight health tracking metrics with the Vitals app,* track your sleep score, and take readings of your blood oxygen.*
- ULTIMATE RUNNING AND WORKOUT COMPANION—A superior fitness tracker for marathoners, triathletes, mountain bikers, backcountry hikers, and mountain climbers, Ultra 3 provides precision dual-frequency GPS, Pacer, Heart Rate Zones, Custom Workouts, running power, Workout Buddy powered by Apple Intelligence from your nearby iPhone,* training load, and more.
- KEEP HELP CLOSE AT HAND—Ultra 3 is a smartwatch that can detect a hard fall or severe car crash* and automatically help connect you to emergency services and notify your emergency contacts. Check In can automatically notify a loved one when you’ve arrived at your destination.
- MULTIDAY BATTERY LIFE—Ultra 3 is a smartwatch that’s engineered to give you even longer battery life. It’s perfect for trail runners—with up to 42 hours of normal use and up to 72 hours in Low Power Mode.* Track a workout with full GPS and heart rate monitoring for up to 20 hours in Low Power Mode.*
What the sales share cannot tell you
- Revenue or profit: A share of sales does not reveal average selling price, discounts, cellular mix, production costs, margins, or model-level revenue. It cannot show that Ultra earned Apple more than the SE or Nike category.
- Global or current demand: These figures are U.S.-specific and cover the quarter ending June 2024. They do not establish how the current Ultra 3, SE 3, or Series 11 are selling.
- Customer preference in general: Sales mix is not proof that most Apple Watch buyers prefer Ultra, or that it is the right watch for most people.
A later CIRP summary published in September 2025 discussed the Series, SE, and Ultra families but did not provide the same detailed model-share breakdown. It therefore does not update the comparison in a directly comparable way: CIRP’s later overview.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What this means if you are choosing an Apple Watch
Sales popularity can provide context, but it cannot determine which watch suits your wrist, needs, or budget. Apple’s U.S. store currently presents Series 11, SE 3, and Ultra 3 as distinct options; lineup and prices can change, so check Apple’s live Apple Watch store before buying.
Rank #4
- WHY APPLE WATCH ULTRA - Rugged and capable, built to meet the demands of endurance athletes, outdoor adventurers, and water sports enthusiasts - with a specialized band for each. Up to 36 hours of battery life, plus all the Apple Watch features that help you stay healthy, safe, and connected.
- EXTREMELY RUGGED, INCREDIBLY CAPABLE - 49mm corrosion-resistant titanium case. Larger Digital Crown and more accessible buttons. 100m water resistance. Customizable Action button for instant physical control over a variety of functions.
- BIGGEST, BRIGHTEST DISPLAY YET- A bright Always-On Retina display that’s easy to see, even in direct sunlight. More room for adding complications to customize your watch face.
- FOR ENDURANCE ATHLETES - Advanced metrics in the Workout app, including Heart Rate Zones and Running Form. Precision dual-frequency GPS for accuracy, distance, route, and pace calculations. Trail Loop band is thin, light, and flexible, designed especially for runners.
- FOR OUTDOOR ADVENTURERS - Redesigned Compass app delivers all-new views and functionality. Mark your location with Compass Waypoints. Backtrack uses GPS to map where you’ve been so you can retrace your steps. Alpine Loop band is extremely rugged and secure to meet the needs of hikers and climbers.
- Consider SE 3 if price and core Apple Watch functions matter most. It is the lower-cost entry point in Apple’s current lineup. Apple’s SE store page shows configuration-dependent options.
- Consider Series 11 for a mainstream everyday watch with a broader feature set than the SE, without the Ultra’s specialized design. Apple lists aluminum GPS and titanium GPS + Cellular configurations on its Series 11 store page.
- Consider Ultra 3 if its larger, rugged design, battery emphasis, or outdoor-focused capabilities meet a real need. It may be a poor fit if you prefer a smaller or lighter watch, or would not use the premium features. Check the live store for current pricing and configurations.
Fit matters alongside features: a large case can feel uncomfortable on a smaller wrist or during sleep. Battery performance depends on use and settings, and cellular service may require a compatible carrier plan with recurring fees. Health features and availability can vary by model, country, and software; verify current compatibility and feature details with Apple before purchase.
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