Investigation Reveals Apple’s iPhone Mix; Pro, higher storage models sell best

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CIRP has analyzed Apple’s US iPhone sales by model and storage capacity since 2012 and has now shared that data for Apple’s fiscal fourth quarter ending September 2022. CIRP’s survey reveals that iPhone Pro models and, regardless of model, higher storage options sell better. .

Apple iPhone 14 series (left to right: iPhone 14, iPhone 14 Plus, iPhone 14 Pro, flagship iPhone 14 Pro Max)

Michael Levin and Josh Lowitz for CIRP via Substack:

We actually created the CIRP in part to answer these questions about model combining. After a few years of selling a single iPhone model — and only on the AT&T network at the time — Apple began selling one-, then one-, and two-year-old models alongside the new flagship. every year. This range has grown to nine concurrent model offerings. Apple followers in the investment community and related industries wanted to know the makeup of iPhone sales, and Apple never disclosed that data.

This report is based on a survey conducted in late September and early October, immediately after the end of Apple’s fourth fiscal quarter. It covers consumer purchases during this quarter, which included the first three weeks of sales for the new iPhone 14 models, including the iPhone 14, 14 Pro, and 14 Pro Max. Along with these new models, Apple also announced the first Plus model in recent years, the iPhone 14 Plus, but sales of this model did not start until early October 2022, a week after the start of the next fiscal period.

The three available iPhone 14 models together accounted for 21% of total US sales (Table 1). That’s more than the 16% of sales of the four iPhone 13 models launched in September 2021, which included the iPhone 13 mini. Variations in Apple’s launch schedule throw those comparisons into question somewhat, as iPhone 13 models were only available for two days in the fiscal year ending September 2021.

Table 1: iPhone Purchase by Model and Quarter

Table 1: iPhone Purchase by Model and Quarter
Source: Consumer Intelligence Research Partners, LLC

Among individual models, the vintage iPhone 13 Pro Max 2021 had the largest share of any model, at 21%. Of course, this and the iPhone 13 Pro were available for most of the quarter, until the release of the iPhone 14 Pro and Pro Max. The four iPhone 13 models together accounted for 56% of sales in the September 2022 quarter, with the iPhone 13 and 13 mini being available for the entire quarter. Older models, including the iPhone 11, 12, 12 mini and SE, together accounted for 21% of sales in the quarter.

Persistently disappointing results for the iPhone mini form factor lead to its withdrawal for the iPhone 14 model year. The iPhone 12 mini and 13 mini together accounted for 5% of iPhone sales, while the iPhone SE aggressively priced, with its aging styling, accounted for 7% of new iPhones sold during the quarter in the US. Of course, model selection is only part of the story. New iPhone buyers are also choosing from a range of storage capacities, which can drive up prices…consumers have continued their long-standing trend of upgrading basic storage. For the newer iPhone 14 models and the more expensive iPhone 13 Pro and 13 Pro Max, the majority of customers paid a premium for phones with greater storage capacity.

Taken from MacDailyNews: It’s no surprise that iPhone Pro models are selling better, as Apple continues to improve the differentiation between iPhone Pro and “regular” models.

Apple should have done this before, but it’s good to see further differentiation between the entry-level iPhone and the “Pro” iPhone, which of course will entice more buyers to adopt the iPhone Pro models. , thereby augmenting Apple’s iPhone ASP. The expected removal of the inelegant kludge (notch) in favor of a more refined pill and perforation design exclusively in the iPhone 14 Pro and iPhone 14 Pro Max will also help differentiate Pro models from non-Pro iPhones later this year. year, shifting the mix to higher-end iPhones.MacDailyNews, July 6, 2022

The Apple iPhone mix will easily be the strongest ever. Don’t be surprised by the reports that Apple has “reduced iPhone 14 orders”, i.e. iPhone 14 and iPhone 14 Plus. The company will likely increase iPhone 14 Pro and iPhone 14 Pro Max orders to reflect the strong mix which bodes very well, of course, for the average selling price (ASP) of Apple’s iPhone.MacDailyNews, September 14, 2022

When you’re thinking of spending $899 to $1199 for an iPhone Plus, you might as well go Pro.MacDailyNews, October 25, 2022

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