Apple's ambitious plan to develop a lower-cost, plastic version of the Apple Watch SE aimed at children is facing significant hurdles that may delay its release.
Initially rumored to cater specifically to younger users, the project has now hit a stalemate primarily due to design concerns and production costs. Recent reports indicate that the development team is struggling to overcome the aesthetic and financial challenges associated with the newer plastic design.
According to a report from Bloomberg published on March 23, 2025, the anticipated plastic Apple Watch SE, which was expected to feature a hard plastic shell, is now in jeopardy.
This information follows Apple's September 2024 event when rumors hinted at a new, kid-friendly model. Mark Gurman, in his latest Power On newsletter, emphasized that the design team is unhappy with the appearance of the plastic version and noted that significant issues have emerged around the potential cost savings.
"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,” Gurman reported. This combination of aesthetic dissatisfaction and the inability to achieve lower costs than the existing model has put the entire project in serious jeopardy.
Currently, the Apple Watch SE is priced at $249, which is approximately $50 more than the comparable models from competitors such as Samsung.
The idea of a plastic Apple Watch SE first gained traction last year, but it has gained urgency with the requirement for a more cost-effective device for parents looking to purchase smartwatches for their children. Experts believe a cheaper, sturdier option could be particularly appealing, as basic features like location tracking are highly desirable for parents.
Previously, the Apple Watch SE's back case was redesigned in 2022, transitioning to a color-matching nylon composite material, hinting at Apple's ongoing experimentation with materials to align with their sustainable practices.
Despite these efforts towards innovation, the company has maintained a consistent stance against utilizing plastic whenever feasible, reflective of Apple's initiatives to use recyclable materials more frequently. However, in this case, the design and production teams might need to pivot from this directive to bring the lower-cost device to market.
Analyst Ming-Chi Kuo had projects back in September 2024 that a new version of the Apple Watch would arrive by the end of 2025, along with a third-generation Apple Watch Ultra. However, the path to achieving this timeline currently seems uncertain given the recent developments.
The failed rollout may stoke further concerns about Apple's product diversification strategy. While the company has enjoyed success with its existing wearable technology, the absence of a kiddie version could hinder its outreach to families and younger users eager for entry-level devices.
As more than two years have passed since the previous Apple Watch SE release, many industry experts believe a refresh is not just overdue; it is critical. The watch, as it stands now, has been described as feeling relatively plain or "bland" in the fast-evolving wearable market.
Apple hasn't explicitly marketed a version of the Apple Watch aimed at kids. The rumored plastic model had the potential to fill a notable gap in the market. With its child-friendly design focusing on safety, durability, and affordability, many hope that Apple can overcome these recent setbacks.
Moreover, the growing interest in wearable technology among younger consumers could represent a lucrative opportunity for Apple to expand its current market. Analysts suggest that by offering a more accessible entry point into the smartwatch sector, the company could notch considerable wins with family-oriented consumers.
In conclusion, the prospects for the plastic Apple Watch SE remain uncertain as Apple navigates challenges related to cost, design, and market expectations. With considerable interest in the kids' smartwatch segment, the potential for a plastic version signals an evolution in Apple's wearable strategy that many are keen to see fulfilled.
