Ceramic Apple Watch Edition disappeared from the lineup not because it sold poorly or looked cheap. Quite the opposite — it's one of the few materials that looks almost as good after several years of wear as it did on the day of purchase. Titanium and steel scratch, ceramic barely does. The problem was something else: production is complex, the defect rate is higher, and the price for the customer is also higher.
According to Bloomberg journalist Mark Gurman, Apple is considering bringing ceramics back as early as Series 12, which is expected next month alongside the iPhone 18 Pro. If the company doesn't make it this year, ceramics could appear in 2027. The phrasing is telling: the decision hasn't been finalized even a month before the presentation, which speaks more to manufacturing logistics than marketing strategy.
Material as a way to sell the same watch at a higher price
Series 12 and Ultra 4, according to Gurman, won't get a new design — only a new processor with a more noticeable performance boost, new colors, and a few health features. In a situation where the watch's form hasn't changed in years, the case material is one of the few ways to justify purchasing a new model for those who already own the previous one.
This is the same approach Apple uses with iPhones: titanium instead of stainless steel, sapphire glass instead of regular glass. For most users, the functional difference is minimal, but it gives a reason to update the product lineup without changing the engineering.
What this means in practice
- The ceramic version traditionally cost a few hundred dollars more than the aluminum or steel version — this is likely the premium option in the lineup.
- Ceramic is more fragile on impact, though more resistant to scratches — a compromise that won't suit everyone with an active lifestyle.
- If Apple delays ceramics until 2027, it's more likely a signal of manufacturing capacity issues rather than a lack of demand.
The question isn't whether Apple wants to bring ceramics back — judging by the leaks, the decision is technically ready. The question is whether the company can scale production in time for the presentation, which is just a month away.
