Apple Watch Series 12 and Ultra 4 Available for Preorder

What changed

Apple showed the Apple Watch Series 12 and Apple Watch Ultra 4 following its “Surprise and shine” event. Both watches are available to preorder now and are scheduled to launch September 18; the Series 12 starts at $399. The Verge and TechCrunch

Why it matters

The preorder window lets buyers reserve either new model ahead of launch, while giving shoppers considering a smartwatch a reason to wait before choosing an existing Apple Watch or rival device. Apple has not yet established the Ultra 4’s price, full specifications, configurations or regional availability.

Impact assessment

The announcement may delay some near-term smartwatch purchases until September 18, shifting comparison shopping toward the Series 12 and Ultra 4. That pause could soften immediate demand for existing Apple Watch models and competing smartwatches.

Rival smartwatch makers face a more competitive sales window if Apple maintains its release schedule and buyers see enough value in the new models to postpone purchases or place preorders.

Scenarios

Our outlook (informed speculation):

• Most likely: If Apple keeps preorders open and launches both models on September 18, some buyers will wait to compare the new watches before purchasing, concentrating decisions around launch rather than causing an immediate market-wide shift. Continued preorder availability and an on-time release would support this outcome.

• Upside: If early hands-on interest translates into strong demand and both watches remain available as scheduled, Apple could move buyers from older Watch models and deferred purchases into preorders. That would concentrate retail and support activity around launch and strengthen Apple’s near-term position in smartwatch comparisons.

• Downside: If key product, availability and Ultra 4 pricing details remain unclear when buyers decide, preorders may convert slowly into completed purchases. Buyers could keep existing watches or choose competing products unless Apple provides sufficient purchase information and launches both models as planned.

What to watch next

Whether Apple maintains preorders and the September 18 launch for both models, and whether it publishes full specifications, configurations, regional availability and Apple Watch Ultra 4 pricing before or at launch.