An Apple Watch Watched Never Ships

Posted by Tom Sather on

The long awaited Apple Watch is finally available today, but according to Return Path’s Consumer Insight division, only 18% of consumers who pre-ordered the Apple Watch will actually receive their smartwatch on launch day.

Black is the Absence of Color – and Apple Watch

The Space Gray model was the most popular watch case ordered, making up 41% of all pre-orders, yet only 6% of these models were shipped for launch day. The stainless steel case was the second-most popular pre-ordered watch (33%), as well as the second-most successful watch case that shipped (17%). The Silver Aluminum Apple Watch case (found on Watch Sport models) was the third-most popular model ordered, but had the highest shipping success (57%). The Space Black Apple Watch case was ordered the least, comprising 3% of total orders, and no shipments from Apple were seen for these models yet.

Looking at which Apple Watches shipped in time for launch day by the type of band shows that the Sport edition was the most likely model to be received today. For the Apple Watch Sport models, the Green (57%), Blue (49%), and White (50%) sport bands had the highest shipping rates. Only the Apple Watches with the Black classic buckle (52%) and Milanese Loop (17%) bands were shipped in time for the launch day.

Model

% Shipped

Black Classic Buckle

52%

Black Leather Loop

0%

Black Modern Buckle

0%

Black Sport Band

6%

Black Sport Band

0%

Blue Sport Band

49%

Bright Blue Leather Loop

0%

Brown Modern Buckle

0%

Green Sport Band

57%

Light Brown Leather Loop

0%

Link Bracelet

0%

Midnight Blue Modern Buckle

0%

Midnight Blue Modern Buckle

0%

Milanese Loop

17%

Pink Sport Band

0%

Soft Pink Modern Buckle

0%

Space Black Link Bracelet

0%

Space Link Link Bracelet

0%

White Sport Band

50%

Consumers Prefer Larger Display, But Less Shipped

The 38mm size represented only 29% of all orders compared to the 42mm at 71%.  24% of the 38mm option pre-ordered was shipped, compared to only 15% for the 42mm size.

Size

% of All Orders

% Shipped

38

30%

24%

42

70%

15%

Apple Watch Styles Shipped

Here’s a complete list of all models, styles, and sizes that were pre-ordered and shipped. These are based according to current totals and we’ll update as we see more shipments.

Style

% Shipped on Launch Day

% of Total Apple Watch Orders

Apple Watch 38mm Stainless Steel Case with Black Classic Buckle

88%

1%

Apple Watch Sport 38mm Silver Aluminum Case with Green Sport Band

83%

1%

Apple Watch Sport 42mm Silver Aluminum Case with Green Sport Band

70%

1%

Apple Watch Sport 38mm Silver Aluminum Case with Blue Sport Band

65%

2%

Apple Watch Sport 42mm Silver Aluminum Case with White Sport Band

58%

6%

Apple Watch Sport 38mm Silver Aluminum Case with White Sport Band

52%

6%

Apple Watch 38mm Stainless Steel Case with White Sport Band

40%

2%

Apple Watch 42mm Stainless Steel Case with White Sport Band

40%

2%

Apple Watch 42mm Stainless Steel Case with Black Classic Buckle

38%

3%

Apple Watch Sport 42mm Silver Aluminum Case with Blue Sport Band

33%

2%

Apple Watch Sport 38mm Silver Aluminium Case with White Sport Band

33%

0%

Apple Watch 38mm Stainless Steel Case with Milanese Loop

30%

2%

Apple Watch 38mm Stainless Steel Case with Black Sport Band

22%

2%

Apple Watch 42mm Stainless Steel Case with Milanese Loop

12%

6%

Apple Watch Sport 42mm Space Gray Aluminum Case with Black Sport Band

8%

31%

 


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About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

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