Merchant Innovation

Apple Hits 1 Million Pre-Orders For Watch

It looks like Apple has done it again – among their most dyed in the wool fans, anyway. Reports out of this weekend indicate that the world’s favorite tech firm managed to move over 1 million of their forthcoming wearable – The Apple Watch – in just the first 24 hours of pre-orders.

Leading the order, according to data reported by Slice Intelligence (a firm that tracks and projects U.S. consumer spending through eCommerce email receipts), the most popular seller was the most “affordable” – the ~$350 sport model represented about 2/3 of all sales. About 1/3 of all sales were for the stainless steel collection – which retails at about $550. The 10K and more gold edition watches did not sell enough units to be statistically significant in the U.S..

Apple’s 42mm larger size watch has been the most popular seller, with 71 percent of sales going to that size. Consumers were also Apple frequent flyers, with 72 percent having ordered an Apple product in the last two years. On average, pre-orderers spent $504 and purchased 1.3 Apple Watches a piece.

Slice only tallied data from U.S. sales, meaning it is quite possible the international purchasing profile looks entirely different. It is also worth noting that these numbers have neither been confirmed nor denied by Apple. However, it may be some time before consumers know what the exact sales picture is for the latest and greatest from Apple. Apple has said that it will not report on the wearables in quarterly earnings reports as a specific category, but instead will bundle them in with other products.

Apple Watch will be available for in-store purchase on April 24 in nine countries. No word yet on what stocks will look like, though it bears noting that the pre-orders for early April delivery sold out almost immediately and are now projected to be postponed for delivery until in May or June.


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