CIRP found that depending on the product the share of sales at Apple's retail stores and website varies considerably.
In the overall market, Apple Stores and Apple.com sell the highest proportion of Mac computers, at 38% in the past 12 months. Apple Stores and Apple.com’s share of iPad sales is next highest, at 20% in the same time period. Apple has the lowest share of iPhone sales, in the same time period.
“Since the Apple designed its stores originally to promote Mac computers, it is not surprising that that they continue to account for roughly 40% of Mac sales,” said Josh Lowitz, CIRP Partner and Co-Founder. “Yet, Apple’s retail operations accounted for one-fifth of iPad sales in the quarter and one-tenth of iPhones sales. There is some seasonal variation, as Apple Stores and Apple.com are most important in product launch quarters, where supply may be constrained at other outlets, and during back-to- school, when Apple promotes computer purchasing.”
Most iPhones are sold through carriers who accounted for 77% of sales in the 12 months ending September 2017. Best Buy sells about 6% of iPhones. For iPad, the distribution between the three is closer ranging from 17% to 25% for each. Notably, Best Buy appears to sell more iPads than Apple. For Macs, Best Buy has a smaller share but it's significant at nearly 30%.
“Sales of iPhone, which is by far Apple’s most significant product, are dominated by the carrier stores,“ added Mike Levin, CIRP Partner and Co-Founder. “Of course, per location and per square foot, Apple is the productivity leader. After all, they have only 270 stores, compared to tens of thousand carrier stores and well over 1,000 Best Buy locations. Yet, despite their prime locations and state-of-the-art operations, most iPhone buyers’ retail purchase experience is not controlled by Apple.”
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