March 27, 2025 – Apple’s Plastic Apple Watch SE Hits Roadblocks in Development
Renowned Apple analyst Mark Gurman has recently revealed in his PowerOn newsletter that Apple’s planned plastic version of the Apple Watch SE is currently facing significant challenges. This news stands in stark contrast to Gurman’s prediction last July, where he stated that Apple was actively developing a more affordable Apple Watch SE with a colored plastic case, expected to hit the market this year.
According to Gurman, Apple’s design team is dissatisfied with the aesthetic of the plastic Apple Watch SE, deeming it falls short of Apple’s usual high standards. Meanwhile, the operations team, upon closer evaluation, found that the cost savings from using a plastic case are not as significant as initially anticipated, casting doubt on the project’s economic viability.
Currently, the Apple Watch SE on the market, like other high-end Apple Watch models, features an aluminum case. In the 2022 update of the Apple Watch SE, Apple already switched the material on the back of the watch from ceramic to a new “nylon composite material,” likely an effort to explore further cost optimization while maintaining product performance.
The predicament of the plastic Apple Watch SE undoubtedly brings some uncertainty to Apple’s product line strategy. Originally, this watch was expected to attract parents looking to purchase Apple Watches for their children, thereby expanding Apple’s market share in the smartwatch segment. Now, with the project facing challenges, Apple may need to reevaluate its product strategy and find new avenues to meet market demands.