First Apple Watch sales results


Not knowing how many Apple Watches were available for pre-sale before they ran out on Friday, it’s impossible to say for certain how many units were sold. [See update below]. Meanwhile, we’ve learned something about the distribution of the early adopters’ orders.

Among the one in 10 respondents who told BMO Capital Markets before pre-orders began that they planned to buy an Apple Watch, their preferences were:

  • 60% aluminum ($349-$399)
  • 12% stainless steel ($449-$1,099)
  • 4% gold ($10,000-$17,000)
  • 24% undecided


Judging from the Sunday morning reader polls we’ve seen, the undecideds broke heavily for the mid-range ($449-$1,099) stainless steel.

The survey results we’ve seen:

9to5Mac (11,865 respondents)

  • 55.8% aluminum
  • 38.9% steel
  • 2.8% gold


iMore (5,204 respondents)

  • 58.8% aluminum
  • 38.9% steel
  • 2.3% gold


MacRumors/Forums (1,054 respondents)

  • 38.3% aluminum
  • 55.8% steel
  • 5.9% gold


Today’s iPhone (340 respondents)

  • 57.1% aluminum
  • 40.1% steel
  • 3.2% gold


Apple’s wider offerings in stainless steel — with more bands and bodies to choose from — probably helped up-sell customers, pushing them toward the higher-priced models. Note the preponderance of steel configurations on display in the company’s stores and on its website:

  • 10 aluminum (26%)
  • 20 steel (53%)
  • 8 gold (21%)


UPDATE: Late Sunday Slice Intelligence, drawing on data from a pool of 2 million online shoppers, estimated that 957,000 people in the U.S. pre-ordered an Apple Watch on Friday, spending an average of $503.83 per watch. By their count, 62% chose the aluminum model.

  • Those who chose aluminum spent $382.83 per watch
  • Those who chose steel spent $707.04 per watch


Note that Slice’s estimates do not include pre-orders from Europe or China. We asked three analysts to extrapolate and got three different answers. See How many Apple Watches were sold worldwide last weekend?

See also: Apple Watch (nearly) sold out in 30 minutes

Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple (AAPL) coverage at or subscribe via his RSS feed.

Subscribe to Well Adjusted, our newsletter full of simple strategies to work smarter and live better, from the Fortune Well team. Sign up today.

Read More

Artificial IntelligenceCryptocurrencyMetaverseCybersecurityTech Forward