Apple has apparently stopped offering the Modern Buckle watch band, quietly pulling the accessory from its online Apple Store. Originally priced at $249, Apple eventually dropped the price of the band by a C-Note to $149, still pricey all things considered, and it was produced for the 38mm sized Apple Watch
only. No one had noticed that the band had disappeared until some media reports mentioned it earlier today. The last time it appeared in the online Apple Store was back in the middle of March.
The Modern Buckle watch band was introduced at the same time that the original Apple Watch was launched in April 2015. Eventually, new color options were added, and the band was available in Black, Midnight Blue, Brown, and Soft Pink.
If you search for the Modern Buckle watch band at Apple.com, a pop-up message reads, "Looking for something? We thought so. However, the product you're looking for is no longer available on apple.com. But we do have similar products to show you."
Interestingly, on the U.K. Apple Store, a listing still appears for the Midnight Blue version of the Modern Buckle watch band (see image at the top of this article). However, it is in stock for large wrists (160mm-180mm) only. The price is £149.00.
Apple quietly removed the Modern Buckle Apple Watch band from the U.S. online Apple Store