Apple Watch Sales Stand at 2.8 Million in the US: Report

Apple has sold roughly 2.8 million Apple Watch units as of mid-June in the US, according to data from Slice Intelligence, a research firm that studies email receipts from a database including more than 2 million online shoppers. But Apple Watch sales are just the tip of the iceberg, according to the study, which involved more than 20,000 people who bought an Apple wearable (via Reuters).


Besides purchasing the Apple Watch, nearly 20% spent additional cash on a spare band, too. What this means is at least an additional $49 for a band, which, by the way, costs only about $2.05 to manufacture, according to IHS (this doesn’t include expenses such as packaging and shipping, though).

But that’s just the Sport band. The second most popular band is the Milanese loop, which costs $149, just like the quilted leather loop. However, band costs spike when you choose the stainless steel link bracelet, for which you need to shell out $449.

“It’s just a psychological thing,” said Carolina Milanesi, chief of research and head of U.S. business at Kantar Worldpanel ComTech, a consumer research firm. “I start with the least investment, and then I spend more money, but I get something else.”

As the study shows, the popularity of spare bands suggests that some Apple Watch users may be spending more than they originally intended.
Apple, on the other hand, allowed third-party developers to create their own design of the Apple Watch band, which could threaten its accessory revenue.
But what seems more important at this stage is the appeal of the Watch, say experts, so extra revenue from stylish bands is just a welcome benefit for Apple.

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  • Anthony

    Just another failing product to come out of Cupertino, and that’s without it in stores.

  • Mark Holoubek

    Of course, some people will not realize you’re being sarcastic…

  • Joseph Kool

    That’s incredibly disappointing no wonder Apple wont release sales figures, but what do they expect from a product nobody asked for. Even Apples devoted minions don’t want the stupid things.

  • J. Gibbs

    Those numbers don’t seem right since its already been reported that the apple watch is the best selling new product launch apple has ever had. I believe what the article meant to say is that apple has delivered 2.8 applewatch but in fact over 7 million have been ordered thus far

  • rattyuk

    Apple announced that they were not going to release sales figures when the launched this product. So suggesting that Apple are withholding the data is disingenuous to say the very least. Apple are keeping the data back until they have to release it. (when it realizes 10% of Apple’s income) I suspect come January that won’t be an issue.