Titanium Apple Watch 'Pro'
The larger Apple Watch Series 8 model expected to arrive later this year is rumored to feature a titanium case, raising questions about the future of the Apple Watch Edition.
Bloomberg's Mark Gurman reports that the new, larger Apple Watch model slated for launch this year will feature a case made of "a more durable titanium formulation to make it extra rugged."
Apple has offered a titanium version of the Apple Watch since the launch of the Apple Watch Series 5 in 2019, under the “Apple Watch Edition” brand. Currently, the Apple Watch Edition comes with an additional Sport Band, and while it offers a lighter and stronger case than the stainless steel model, it is identical to the standard Apple Watch.
Apple Watch Pro / Apple Watch Explorer Edition
Now, rumors are pointing to the launch of an all-new high-end Apple Watch model later this year. The device is expected to feature a bigger screen, longer battery life, rugged case, and a new design. Potential names for these devices include “Apple Watch Pro” or “Apple Watch Explorer Edition”, and the devices have been associated with extreme sports, athletes, hikers, and other users who need a more durable watch.
Material specification
Starting at $749, the current Apple Watch Edition is $150 more expensive than the stainless steel Apple Watch. For this year's new high-end Apple Watch, Gurman has floated a price point that "starts close to $900 to $999," positioning it above the Apple Watch Edition.
Overall, it seems clear that the new high-end Apple Watch will deviate more from the standard Apple Watch model than the previous Apple Watch Edition model in terms of features, size, design, and price. This raises the question of whether Apple will continue to offer the Apple Watch Edition after the launch of the new high-end Apple Watch later this year.
The Apple Watch Edition has come a long way since its launch in 2015. When it first launched, the Apple Watch Edition line consisted exclusively of Apple Watches with 18-carat yellow or rose gold cases that cost $10,000 to $17,000. It was discontinued just a year later after the launch of the Apple Watch Series 2, which replaced the expensive gold case with a more affordable white ceramic model, starting at $1,249.
A gray ceramic variant was added with the Apple Watch Series 3 in 2017. While no Apple Watch Edition model is available for the Series 4, Apple is reviving the white ceramic Apple Watch Edition line for the Series 5 alongside a natural titanium model and a new Space Black. With the Series 6, Apple again discontinued the ceramic Apple Watch Edition, and briefly discontinued the line once again ahead of the launch of the titanium Apple Watch Edition Series 7 model last year.
Since the Apple Watch Edition has had such a tumultuous history, it's not at all certain that Apple will continue to offer the device. With its titanium case being the main distinguishing feature of the Apple Watch Edition, it's hard to see how the variant can be justified in a lineup with a substantially different titanium model placed right above it, not least because the Apple Watch Edition could draw sales from the new high-end model.
Earlier this month, display analyst Ross Young said that the new high-end Apple Watch is expected to sell in relatively low volumes — as was previous reports of low sales for the Apple Watch Edition model due to its high price point. Apple purportedly expects to ship just one million units of the larger Apple Watch in the third quarter of this year, compared to four million Apple Watch Series 8 45mm models.
Price and market position aside, Gurman's confirmation of titanium cases for this year's new high-end Apple Watch models is the best indication that Apple may be planning to effectively fold its current line of Apple Watch Editions into this new product category. This will allow it to continue to offer titanium cases, but more overtly touts the material's weight and strength advantages amid a focus on durability at a higher price point.
Leaving the more affordable titanium Apple Watch Edition in the lineup could also have the unintended effect of selling the new high-end model. Likewise, the new high-end Apple Watch could be much more appealing to some customers than the Apple Watch Edition, with meaningful differentiating aspects such as screen size, battery life, and design providing more justifiable reasons for higher sales.
With names like the Apple Watch “Pro” far from locked in at this stage of the rumor cycle, it's also worth noting that new high-end Apple Watch models could easily shape the Apple Watch Edition line going forward. At least, the Apple Watch Edition line in its current form probably won't be around much longer.
