What is the percentage increase in opex as a percentage of sales for March compared to the prior quarters, and how much of it is driven by the acquisition of the Intel modem asset purchases or TV+ in the opex, and what is the impact of the run rate of the expenses related to the Intel baseband business on the opex results
ey're going to be more expensive due to higher component costs. But at the same time, it looks like you guys have proven that there is a market for low- cost geographies with phones like iPhone SE. So how do you see these two different segments within the smartphone market evolving over the next one to three years? And then I had a follow-up for Luca.
Tim Cook -- Chief Executive Officer
Again, I want to stay away from commenting about future products. But generally, I think it's important when you think about 5G is to look around the world at the different deployment schedules. And some of those look very different perhaps than what you might be seeing here. And so, that's very important. In terms of the price, I wouldn't want to comment on the price of handsets that aren't announced.
Krish Sankar -- Cowen and Company -- Analyst
Got it. No worries, Tim. And then I have a follow-up to Luca. Opex as a percentage of sales for March looks like about 15% higher than in your prior quarters. Kind of curious how much of that is part of it is driven by some of your Intel modem asset purchases or TV+ in the opex or how do we think about it on a go-forward basis?
Luca Maestri -- Senior Vice President & Chief Financial Officer
Yeah, I think we felt good about our opex results because they were at the low end of our guidance range, but clearly, we want to make all the necessary investments in the business and from -- in terms of the new services, not only for TV+, but all the new services that we launched during 2019, this is a period where we're making the necessary investments in advertising and marketing and that level of investment is reflected in our opex results. And also as you correctly stated, we completed the acquisition of the Intel baseband business during the December quarter. And so, we had -- we reflected the run rate of the expenses related to that business partially during the quarter after the completion of the transaction. And we -- that is a very important core technology for the Company. So we will continue to make all the necessary investments also there. There is a third category of expenses that affected the December quarter and is the fact that our revenue was very strong. And we have certain variable expenses, for example, credit card fees that are associated with the higher volume and of course, impacted our opex results.
Tejas Gala -- Senior Analyst, Corporate Finance and Investor Relations
Thanks, Krish. Can we have the next question please?
Operator
That will be from Mike Olson with Piper Sandler.
Mike Olson -- Piper Sandler -- Analyst
Afternoon. Thanks for taking the questions. So slightly different take on an earlier question on Wearables and that is -- what impact do you think Wearables is having on driving people into the Apple ecosystem? You mentioned 75% of watch buyers are new to the Apple Watch, but many of them new to Apple overall. I'm sure a lot of existing iPhone, iPads or Mac users are going to be Wearables customers, but do you think Wearables bring people into the ecosystem to buy other devices in a material way?
Tim Cook -- Chief Executive Officer
I think that -- Michael, it's Tim. With each Apple product that a customer buys, I think they get tighter into the ecosystem, because they like -- that's the reason that they're buying into it is they like the experience -- the customer experience. And so, from that point of view, I think each of our products can drive another product. I would think in that case, it's more likely that the iPhone comes first. But there is no doubt in my mind that there is some people that came into the ecosystem for the Watch.
Mike Olson -- Piper Sandler -- Analyst
Okay. And then I think you recently mentioned that augmented reality will pervade our entire lives. And I'm wondering if you could share your thoughts about how you think it starts to impact our lives more significantly? For example, will the inflection point in AR come from gaming or industrial usage or some other category. In other words, where will the average person, kind of, first feel the impact 
ey're going to be more expensive due to higher component costs. But at the same time, it looks like you guys have proven that there is a market for low- cost geographies with phones like iPhone SE. So how do you see these two different segments within the smartphone market evolving over the next one to three years? And then I had a follow-up for Luca.
Tim Cook -- Chief Executive Officer
Again, I want to stay away from commenting about future products. But generally, I think it's important when you think about 5G is to look around the world at the different deployment schedules. And some of those look very different perhaps than what you might be seeing here. And so, that's very important. In terms of the price, I wouldn't want to comment on the price of handsets that aren't announced.
Krish Sankar -- Cowen and Company -- Analyst
Got it. No worries, Tim. And then I have a follow-up to Luca. Opex as a percentage of sales for March looks like about 15% higher than in your prior quarters. Kind of curious how much of that is part of it is driven by some of your Intel modem asset purchases or TV+ in the opex or how do we think about it on a go-forward basis?
Luca Maestri -- Senior Vice President & Chief Financial Officer
Yeah, I think we felt good about our opex results because they were at the low end of our guidance range, but clearly, we want to make all the necessary investments in the business and from -- in terms of the new services, not only for TV+, but all the new services that we launched during 2019, this is a period where we're making the necessary investments in advertising and marketing and that level of investment is reflected in our opex results. And also as you correctly stated, we completed the acquisition of the Intel baseband business during the December quarter. And so, we had -- we reflected the run rate of the expenses related to that business partially during the quarter after the completion of the transaction. And we -- that is a very important core technology for the Company. So we will continue to make all the necessary investments also there. There is a third category of expenses that affected the December quarter and is the fact that our revenue was very strong. And we have certain variable expenses, for example, credit card fees that are associated with the higher volume and of course, impacted our opex results.
 Tejas Gala -- Senior Analyst, Corporate Finance and Investor Relations
Thanks, Krish. Can we have the next question please?
Operator
That will be from Mike Olson with Piper Sandler.
Mike Olson -- Piper Sandler -- Analyst
Afternoon. Thanks for taking the questions. So slightly different take on an earlier question on Wearables and that is -- what impact do you think Wearables is having on driving people into the Apple ecosystem? You mentioned 75% of watch buyers are new to the Apple Watch, but many of them new to Apple overall. I'm sure a lot of existing iPhone, iPads or Mac users are going to be Wearables customers, but do you think Wearables bring people into the ecosystem to buy other devices in a material way?
Tim Cook -- Chief Executive Officer
I think that -- Michael, it's Tim. With each Apple product that a customer buys, I think they get tighter into the ecosystem, because they like -- that's the reason that they're buying into it is they like the experience -- the customer experience. And so, from that point of view, I think each of our products can drive another product. I would think in that case, it's more likely that the iPhone comes first. But there is no doubt in my mind that there is some people that came into the ecosystem for the Watch.
Mike Olson -- Piper Sandler -- Analyst
Okay. And then I think you recently mentioned that augmented reality will pervade our entire lives. And I'm wondering if you could share your thoughts about how you think it starts to impact our lives more significantly? For example, will the inflection point in AR come from gaming or industrial usage or some other category. In other words, where will the average person, kind of, first feel the impact 