Watches — Who Buys Apple

Creative and corporate professionals use it as a "convenient extension" to manage notifications and schedules without needing to pull out a phone.

Almost one-third of iPhone users also own an Apple Watch, valuing the ecosystem's seamless interoperability. who buys apple watches

Apple Watch is primarily purchased by and Gen Z consumers, though its appeal has expanded significantly toward older adults and women as health-monitoring features have evolved. Creative and corporate professionals use it as a

Usage is highest among Millennials (25%) and Gen Z (24%), while adoption among Boomers is roughly 10%. However, adoption among those 65+ reached 14% in 2025, driven by safety features like fall detection. Usage is highest among Millennials (25%) and Gen

This is the primary driver for 39% of all smartwatch use cases. Users often buy to track metrics like VO2 max, heart rate, and sleep quality.

Initially male-dominated, the user base is now nearly 50/50 between men and women. Women aged 30–44 showed the highest growth in adoption in 2025.

Ownership correlates strongly with wealth. About 31% of users earning over $100,000 own an Apple Watch, compared to just 11% of those earning under $50,000. Over 84% of owners hold a college or postgraduate degree.