Tim Hardwick
Apple's base iPhone models collectively accounted for 42% of smartphone sales this year, but the iPhone Pro Max devices remain the best-selling individual model, according to new data from Consumer Intelligence Research Partners (CIRP).
The report reveals an interesting breakdown of sales across Apple's iPhone lineup, but the data needs to be interpreted with caution due to Apple's tiered product strategy. This is because the company sells multiple generations of base iPhone models simultaneously at different price points, but only ever offers one (the current) generation of Pro and Pro Max models.
Basically, this means that the base model’s 42% share represents the combined sales of multiple generations of iPhone.
When looking at individual models, the iPhone Pro Max accounts for 26% of sales, followed by the Pro at 19% and the Plus models at 13%. The Plus model’s performance is especially notable given that it replaced the smaller iPhone mini in 2022 and has since surpassed its predecessor’s market share.
Also notable is that the results demonstrate a clear shift in consumer preferences toward larger displays. When Apple introduced its first Plus-sized iPhone in 2014, the iPhone 6 Plus, many questioned whether consumers would accept the larger phones. And yet today, the Plus and Pro Max models together account for 39% of iPhone sales.
CIRP’s analysis also highlights the financial impact of larger models. Both the Plus and Pro Max variants contribute significantly to the iPhone’s average selling price and gross margin, commanding higher prices than their standard-sized counterparts despite sharing common internal components. Note that these figures do not include sales of Apple’s entry-level iPhone SE.
The results show that Apple has successfully diversified its iPhone lineup to meet different user preferences and price points while maintaining strong sales across all size categories. As CIRP puts it, Apple’s “giant phone experiment” has been a success. However, how Apple’s rumored thinner, but not necessarily larger, iPhone 17 “Air” model will fit into this strategy next year remains to be seen.
Tag: CIRP [ 56 comments ]
