The Ultra Strategy: An Examination of Apple’s Adventurous Watch

An examination of the Apple Watch Ultra.

Written by Neil Cybart - December 21st, 2023

In 2022, Apple unveiled an all-new Apple Watch model designed for the adventurous. While previous Apple Watches were able to be used in extreme conditions, this model would be marketed as taking things to another level. A year after its unveiling, Apple Watch Ultra remains the most intriguing Apple Watch model as momentum flows to more capable devices worn on the wrist.

Table of Contents

• Apple Watch History

• Watch Line Expansion

• The Ultra Unveiling

• Bad (Initial) Reviews

• The Strategy

• Differentiation Details

• Sales Implications

• Future

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