The Apple Watch Ultra 4 has dropped to a record-low price of $699.99 across major retailers ahead of the holiday season, marking its first major discount since launching in September.
Retailers Cut Prices on Titanium Wearables
Both Amazon and Costco dropped the price of the 49mm GPS and Cellular model by 12 percent from its $799 standard sticker price. The discount saves buyers $99.01, bringing the wearable down to $699.99. According to price-tracking site camelcamelcamel, the device has never been cheaper. Costco confirmed that its promotional pricing is not restricted to members.
The markdown applies to Ultra 4 configurations featuring a Natural titanium case paired with three band choices: the Desert Alpine Loop, Sand Trail Loop, or Translucent Gray Ocean Band. For buyers opting for the stylish Milanese loop band, an extra $100 charge applies.
Additional variants with a black titanium case and Burgundy Trail Loop or Alpine Loop are also sitting at $699, down from $799. Meanwhile, Milanese Loop variants in Black and Natural titanium remain at $799, reduced from their $899 regular price.
This early holiday offer is the wearable's largest price cut since its September release. Retailers have launched these promotions alongside a broader wave of Black Friday doorbusters, which include discounts on AirPods Pro 3, AirTag 2, and various MacBook and Mac mini configurations. These current prices match the lowest levels seen throughout the year, signaling aggressive competition in the premium wearable market as the holiday season approaches.
New Sensors and S11 Processor Improve Health Tracking
Apple’s latest flagship wearable maintains the visual aesthetic of its predecessor, the Apple Watch Ultra 3, but introduces refined optical and electrical sensors designed for more accurate and consistent heart rate readings. The device runs on a faster S11 processor that supports new software capabilities, including a Readiness score
and Siri Recap conversation summaries.
Nina Raemont noted that the new model offers significant upgrades over previous iterations. The wearable now measures heart rate and variability every five minutes instead of every few hours.
Battery life extends up to 50 hours of typical use per charge, supported by fast charging that delivers up to 18 hours of use from a 15-minute charge. For those needing extended performance, the device offers up to 84 hours in Low Power Mode and up to 45 hours of Max Extended Workout tracking.
Beyond battery improvements, the watch is engineered for rugged environments, featuring a 49mm titanium case, 100-meter water resistance, and support for recreational scuba diving to 40 meters. It utilizes dual-frequency GPS and includes satellite-based safety and messaging features.
The Readiness Score, which functions similarly to Fitbit’s version, provides users with insights on whether to push through a workout or take a recovery day, aiming to help users manage long-term training and avoid injury.
Holiday Shopping Expectations
Market watchers view the early November price cut as a likely preview of holiday doorbusters. Analysts do not expect the device to drop any lower during the official holiday shopping weekend, noting that previous generations of Apple Watch Ultra models historically settled around the $699 mark during the holidays.
The current $699.99 pricing is noted as an improvement over the previous year-to-date low of $774, making it a competitive offer for those currently in the Apple ecosystem.
In his review, Stan Schroeder called the hardware an essential upgrade
for athletes navigating endurance training and outdoor activities. The device maintains a 4.8-star rating on Amazon, reflecting positive reception to its combination of advanced health sensing and durable build quality.