Apple set to lose $300 million over Apple Watch sales ban

In an exclusive report to 9to5Mac, Apple said it will be halting the sales of its Apple Watch Series 9 and Apple Watch Ultra 2 following a recent ruling by the International Trade Commission (ITC).

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The recent ruling by the ITC involves a long-standing patent dispute between Apple and medical technology company Masimo. The debate focuses on the ownership of the blood oxygen sensor technology found within the Apple Watch Series 9 and Apple Watch Ultra 2. The recent ruling resulted in Apple informing the aforementioned publication that it would no longer be able to sell Series 9 and Ultra 2 after 3 pm ET on Thursday, December 21, with in-store inventory set to expire completely after December 24.

Now, Wedbush Securities analyst Dan Ives has estimated that Apple will lose between $300 and $400 million if the company follows through with the sales halt of both watches. Notably, this blow to Apple's total sales will be similar to taking out a bucket of water from a lake, as Apple is expecting to generate nearly $120 billion in sales during the October-December period. Due to the company's solidified position, the announcement of sales halting for the two Apple Watch's didn't cause stock prices to drop.

"Apple strongly disagrees with the order and is pursuing a range of legal and technical options to ensure that Apple Watch is available to customers," a representative for Apple said in a statement to Business Insider. "Should the order stand, Apple will continue to take all measures to return Apple Watch Series 9 and Apple Watch Ultra 2 to customers in the US as soon as possible."