In Friday’s pre-orders, $449 to $1,099 was a sweeter spot than expected.
Not knowing how many Apple Watches were available for pre-sale before they ran out on Friday, it’s impossible to say how many units were sold. But we’ve learned something about the distribution of the early adopters’ orders.
Among the one in 10 respondents who told BMO Capital Markets before pre-orders began that they planned to buy an Apple Watch, their preferences were:
- 60% aluminum ($349-$399)
- 12% stainless steel ($449-$1,099)
- 4% gold ($10,000-$17,000)
- 24% undecided
.
Judging from the Sunday morning reader polls we’ve seen, the undecideds broke heavily for the mid-range ($449-$1,099) stainless steel.
A few results:
- 55.8% aluminum
- 38.9% steel
- 2.8% gold
.
- 58.8% aluminum
- 38.9% steel
- 2.3% gold
.
- 57.1% aluminum
- 40.1% steel
- 3.2% gold
.
Apple’s wider offerings in stainless steel — with more models and more bands to choose from — probably helped up-sell customers, pushing them toward the higher-priced models. Among the watches displayed in the company’s stores and on its website there were…
- 10 aluminum (26%)
- 20 steel (53%)
- 8 gold (21%)
.
Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple AAPL 0.43% coverage at fortune.com/ped or subscribe via his RSS feed.
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