Redesigned Plastic Apple Watch SE in 'Serious Jeopardy' [Gurman]

Apple's plans for a redesigned Apple Watch SE with a plastic casing have hit a snag, according to a recent update from Bloomberg's Mark Gurman in his newsletter to subscribers. The shift, once seen as a potential cost-cutting move, is now in question due to challenges with design and costs.

Back in August 2024, Gurman reported that Apple was working on revamping the Apple Watch SE, its budget-friendly smartwatch, by switching its aluminum casing for plastic. The current model, priced at $249, uses an aluminum chassis that costs around $5 per unit. A plastic version, projected to cost roughly half that, was expected to pave the way for a price drop to around $200. The change would have marked the first use of plastic in an Apple Watch since the original debuted in 2015, potentially making it more affordable for buyers.

The plastic design also promised brighter, bolder colors compared to aluminum, aligning with Apple's marketing push toward parents and kids. Gurman noted in his earlier report that the material could appeal to younger users, especially as Apple positions the watch as a phone alternative for children amid school phone bans. The company has highlighted features like parental tracking and communication tools to bolster this strategy.


Now, those plans are faltering. In his latest newsletter, Gurman writes, "And the redesigned, plastic Apple Watch SE I've written about is also in serious jeopardy. The design team doesn't like the look, and the operations team is finding it difficult to make the casing materially cheaper than the current aluminum chassis." The design team's dissatisfaction with the plastic aesthetic and the operations team's struggles to cut costs have cast doubt on the project's future.

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