Apple Watch Owners are Better iPhone Customers - or Customers of Better iPhones

Earlier, we analyzed the state of the Apple product ecosystem. iPhone of course dominates, and iPad and Mac computers are significant components. Apple Watch is an important element in the ecosystem, but differs from the other key products. 

Apple Watch is essentially an accessory, mostly used with an iPhone. Apple does offer a stand-alone version with a cellular phone connection, and even those are primarily used in tandem with an iPhone, so virtually all Apple Watch owners also own an iPhone. 

We want to understand how Apple Watch fits into the ecosystem. Here, we look at the iPhone models that Apple Watch owners use. In 2022, among iPhone buyers that also own an Apple Watch, iPhone 13 Pro/Pro Max and iPhone 14 Pro/Pro Max were the most popular phones, each owned by 27% of Apple Watch owners (Chart 1). Those who did not own an Apple Watch gravitated to the less premium models.