CIRP finds that the new iPhone 8, 8 Plus, and X accounted for 61% of total US iPhone sales in the quarter, with iPhone 8 at 24%, iPhone 8 Plus at 17%, and iPhone X at 20%.
“At 61%, the three newest iPhone models together represented a somewhat smaller share of total US iPhone sales in the quarter, compared to 72% for the iPhone 7 and 7 Plus a year ago,” said Josh Lowitz, CIRP Partner and Co-Founder. “Yet, comparisons to earlier launches are tricky at best. First, iPhone X wasn’t available for the full quarter. The Apple model pie is further divided, as they now offer eight models, the most ever. And, Apple launched the new phones on a different schedule, announcing three new models at once, but delaying the launch of the most advanced and expensive one, iPhone X, for five weeks following the launch of iPhone 8 and 8 Plus.”
“Older models held their own,“ added Mike Levin, CIRP Partner and Co-Founder. “iPhone 7 and 7 Plus grabbed almost one-quarter of sales in the quarter, and the two- year old iPhone 6S and 6S Plus accounted for 8% of sales. Apple priced these older models attractively, with little visible physical difference among the 6, 7, and 8 series models. Even the older, smaller-format SE maintained a meaningful share of total sales.”
“On the other hand, large screens continue to gain acceptance,” continued Lowitz. “The three Plus models available had 30% of total sales, down from 42% for the Plus models a year ago. The arrival of the iPhone X altered this mix, as the iPhone X dimensions closely match the iPhone 8, but its edge-to-edge screen is actually larger than that of the iPhone 8 Plus. The additional 20% of iPhone buyers who purchased iPhone X suggests that more and more Apple customers find large-screen phones attractive.”
Take a look at the chart below for more details...