Apple
- Founded
- 1976
- Based in
- Cupertino, California, USA
- In our catalog
- 2 watches from $429 to $899
Apple is not a watch company in the traditional sense, but it sells more watches than any of them. The Apple Watch arrived in 2015 and within a few years was outselling the entire Swiss watch industry by units. For many people it is the only watch they wear, and for the traditional industry it changed what a watch on the wrist is expected to do.
History
Apple was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne. It announced the Apple Watch in September 2014 and released it in April 2015, at first pitching it partly as a fashion object, with an 18-carat gold Edition model that cost over $10,000. That approach didn't last. Within a couple of generations the focus moved to fitness and health.
Later models added GPS, cellular connectivity, an electrocardiogram app (2018), fall detection, an always-on display and blood oxygen readings. In 2022 Apple introduced the larger, tougher Apple Watch Ultra, with a 49 mm titanium case, an extra action button and a dive computer function, aimed at runners, hikers and divers. A partnership with Hermès has run alongside the main line since 2015.
Signature models
- Watch Series 11: The mainstream model, in aluminium or titanium, in two sizes. It handles notifications, payments, fitness and health tracking, and pairs with an iPhone.
- Watch Ultra 3: The tough one, with a bigger screen, longer battery life, a titanium case and features for diving and long outdoor days.
- Watch SE: The cheaper, simpler model for people who want the basics.
What it's known for
The Apple Watch works smoothly with the iPhone, which is also its biggest limitation: it doesn't work with Android phones. Its health sensors are taken seriously enough that the ECG and irregular rhythm features have regulatory clearance in many countries. Straps change with a click, which has made it a fashion accessory as much as a gadget.
What it isn't is a watch you keep for decades. Batteries and software support age, and a new model arrives every September.
Price and positioning
Apple Watches run from around $250 for the SE to about $800 for the Ultra, with Hermès editions above that. Against traditional watches it's an inexpensive purchase, but over time the cost adds up if you upgrade every few years. Many collectors wear one for workouts and a mechanical watch the rest of the time.
Apple watches in our library
- Apple Watch Series 11 Aluminium 46mm ($429 to $529)
- Apple Watch Ultra 3 ($799 to $899)