Would you pay north of $900 for a rugged Apple Watch Pro?

A rumored rugged Apple Watch model could use “Pro” branding to set itself apart from other models. More important than that, it might start much higher at $900.

A closeup of an Apple Watch Series 7 on a male wrist, with an Infograph watch face displayed on the screen
Prepare for a pricey Apple Watch Pro | Image: Omar Al-Ghosson / Unsplash
  • The current Apple Watch Series 7 starts at $399. The iPhone SE starts at $279 and is Apple’s most affordable smartwatch, but it lacks some of the features.
  • A third, rugged model arriving in 2022 would have exclusive features such as a bigger screen, stronger case, larger battery and body temperature sensor.
  • One speculation predicts that a rugged Apple Watch could start at $900 because it would have a bigger display and use more premium materials.

How much may Apple Watch Pro cost?

The prediction was made by well-informed reporter Mark Gurman in his Power On newsletter on Bloomberg. He posits that Apple could use “Pro” branding to make sort of swallowing the high price easier. By comparison, the current iPhone 13 Pro starts at $999. Of course, extreme athletes and sports fanatics for whom this watch is apparently aimed probably won’t balk at the asking price.

Given that the new high-end Apple Watch will pack in a slightly larger display, new sensors and higher-end materials, I wouldn’t be surprised if it starts closer to $900 to $999, the starting price of an iPhone 13 Pro.

The device should have a screen measuring in at almost two inches diagonally versus the 1.9-inch screen of the current Apple Watch Series 7. It’s designed to “appeal to extreme sports athletes and anyone who might otherwise buy a high-end Garmin sports watch for intense workouts,” Gurman rationalizes.

“Pro” branding would indeed mesh well with the device’s bigger screen and hardened protection. Apple uses the “Pro” suffix to segment the market and differentiate its consumer and prosumer offerings. The approach did wonders for the iPhone, iPad and Mac so the Apple Watch could be easily next on the list to receive a “Pro” treatment. Read: 30+ things to do and know after buying an Apple Watch

Should Apple Watch Edition be nixed

At any rate, Gurman sayds the arrival of a rugged Apple Watch model this year will not only widen the addressable market for the product but also kill off the current “Edition” branded models. As you know, the original Apple Watch Edition had a gold-plated chassis and cost more than $15,000. But the company badly miscalculated demand for the Edition watches so all that jazz about high fashion gave way to much more affordable Edition models. The only difference: “Edition” branding now refers to premium Apple Watch casings made from ceramic or titanium.