Survey Reveals Apple’s iPhone Mix; Professional models, more storage sell better

Survey Reveals Apple’s iPhone Mix;  Professional models, more storage sell better

CIRP has analyzed Apple’s US iPhone sales by model and storage capacity since 2012 and has now shared that combination of 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 (from left to right: iPhone 14, iPhone 14 Plus, iPhone 14 Pro, flagship iPhone 14 Pro Max)
Apple iPhone 14 series (from 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:

In fact, we established CIRP in part to answer these questions about combining models. After a few years of selling a single iPhone model, and only on the AT&T network in those days, Apple started selling one and then one and two year models alongside the new flagship each year. That lineup has ballooned to nine simultaneous model offerings. Apple fans in the investment community and related industries wanted to know the iPhone’s sales mix, and Apple has never disclosed that information.

This report is based on a survey conducted in late September and early October, immediately after the end of Apple’s fiscal fourth quarter. It covers consumer purchases in that quarter, which included the first three weeks of sales for 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 that model didn’t begin until early October 2022, a week after the next fiscal period.

The three available iPhone 14 models together accounted for 21% of total US sales (Table 1). This is up from 16% of sales for the four iPhone 13 models released in September 2021, which included the iPhone 13 mini. Variations in Apple’s release schedule challenge these comparisons somewhat, as iPhone 13 models were only available for two days during the fiscal period ending September 2021.

Table 1: iPhone Purchase by Model by Quarter

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

Among individual models, the older 2021 iPhone 13 Pro Max had the largest share of any individual model, at 21%. Of course, both it and the iPhone 13 Pro were available for pretty much the entire quarter, until the launch 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 available throughout the quarter. Older models, including the iPhone 11, 12, 12 mini, and SE, combined accounted for 21% of sales in the quarter.

Continued disappointing results for the iPhone mini form factor explain its retirement for the iPhone 14 model year. The iPhone 12 mini and 13 mini combined accounted for 5% of iPhone sales, while the aggressively priced iPhone SE, with its aged styling accounted for 7% of new iPhones sold in the US for the quarter. Of course, model selection is only part of the story. New iPhone buyers also select from a range of storage capacities, which can drive prices up… consumers continued their long-standing trend of upgrading from base storage. For the new iPhone 14 models and the more expensive iPhone 13 Pro and 13 Pro Max, most customers paid a premium for phones with higher storage capacity.

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

Apple should have been doing this sooner, but it’s nice to see some additional differentiation between the entry-level and the “Pro” iPhone which will of course tip more buyers to the iPhone Pro models, increasing Apple’s iPhone ASP. The long-awaited removal of the inelegant kludge in favor of a more refined hole-punch and lozenge design exclusively on the iPhone 14 Pro and iPhone 14 Pro Max will also help differentiate Pro models from non-Pro iPhones later this year. , moving the mix towards higher-end iPhones.MacDailyNews, July 6, 2022

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

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

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