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A plastic Apple Watch SE doesn’t make sense – and Apple may have given up on the idea

A plastic Apple Watch SE doesn’t make sense – and Apple may have given up on the idea

  • 25.03.2025 01:39
  • 9to5mac.com
  • Keywords: Plastic, Apple

Apple considered creating a plastic Apple Watch SE to reduce costs but abandoned the idea due to design concerns and minimal cost savings. The current aluminum model remains popular for its balance of affordability and quality, making a plastic version unnecessary despite potential price reductions.

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Apple's design team dislikes the look of a plastic watch, and the operations team found that using plastic wouldn't significantly reduce costs. This led to abandoning plans for a plastic Apple Watch SE.

Context

Analysis of Business Insights and Market Implications

Overview

  • Context: Apple considered introducing a plastic version of the Apple Watch SE to reduce costs but abandoned the idea due to internal and external opposition.

Key Facts and Data Points

Cost Considerations

  • Current price of the Apple Watch SE: $249 (aluminum).
  • Potential price reduction if made of plastic: Suggested as $199, though this figure was speculative.
  • Minimal cost savings: Internal analysis found that using plastic would not significantly reduce production costs.

Consumer Reactions

  • Negative feedback: Critics argued a plastic Apple Watch would look "too cheap."
  • Positive feedback: Some saw potential appeal for parents buying for children.
  • Current consumer preference: Many value the aluminum design and features of the SE, making it a desirable entry-level product.

Internal Feedback

  • Design team opposition: Disliked the aesthetic of a plastic watch.
  • Operations team conclusion: Plastic would not deliver meaningful cost savings.

Historical Context

  • iPhone 5c precedent: Apple’s 2013 attempt to release an iPhone made of plastic (iPhone 5c) was met with limited success and no follow-up products.

Market Trends and Industry Implications

Brand Positioning and Consumer Perception

  • Luxury vs. affordability: The decision reflects Apple's commitment to maintaining its premium brand image.
  • Consumer expectations: Users value the metal design of the SE, which aligns with Apple’s high-quality reputation.

Competitive Dynamics

  • Market differentiation: Competitors like Samsung and Garmin offer alternatives, but Apple’s focus on quality ensures it remains a leader in the smartwatch market.
  • Strategic considerations: Avoiding cost-cutting measures may protect long-term brand equity.

Long-Term Effects

  • Brand loyalty: Maintaining high standards could reinforce customer trust and loyalty.
  • Product lifecycle: The decision to stick with aluminum may extend the product’s appeal and longevity.

Regulatory Implications

  • No direct regulatory impact mentioned, but adherence to material safety standards remains a consideration.

Strategic Considerations

Risk Management

  • Avoiding potential reputational damage from associating with lower-quality materials.
  • Balancing cost optimization with brand integrity.

Market Research Insights

  • Consumer preference for durability and premium aesthetics in wearable devices.
  • The importance of maintaining product consistency across the lineup.

Innovation Focus

  • Emphasizing innovation over material changes, aligning with Apple’s core strategy of premium product development.

Conclusion

Apple’s decision to abandon the plastic Apple Watch SE highlights its strategic focus on preserving brand value and customer perception. While cost-cutting measures could have short-term financial benefits, the long-term risks to brand equity and consumer trust may outweigh these gains. The company’s commitment to quality aligns with its market leadership in wearables, ensuring sustained appeal and competitiveness in the smartwatch industry.