iPhone XS and iPhone XS Max Launch Strong [Report]

Consumer Intelligence Research Partners reports that the iPhone XS and iPhone XS Max saw a strong launch last quarter resulting in the highest US-WARP ever. While the new iPhones were only available for ten days of the fiscal quarter ending September 29, 2018, they accounted for 8% of US iPhone sales for the entire quarter. The iPhone X accounted for 14% of sales and the iPhone 8 and iPhone 8 Plus, were 16% and 17% of sales, respectively.

“The iPhone launch quarter is always tricky to understand, and this one is trickier than others” said Josh Lowitz, CIRP Partner and Co-Founder. “This year, Apple launched iPhone XS and XS Max, the two most-expensive models, at the end of the quarter. Last year, Apple launched the more-expensive iPhone X in the following quarter. So, during the quarter ending September 29, 2018, Apple had an unprecedented ten models to track. The iPhone XS and XS Max performed similarly to the iPhone 8 and 8 Plus did in their similar launch quarter last year.”




In the September 2018 quarter, CIRP calculates US-WARP at $796. This is up from $751 in the June 2018 quarter, and from $705 in the September 2017 quarter. US Weighted Average Retail Price (US-WARP) is an analogue to Average Selling Price (ASP) that investors can estimate using unit sales and revenues that Apple discloses each quarter. US-WARP and ASP differ because ASP includes international results, and also reflects wholesale discounts and other promotional pricing that Apple may offer to carriers and other retailers. US-WARP generally tracks and anticipates ASP.

“US-WARP increased significantly in this quarter, which suggests ASP will, too,” said Mike Levin, CIRP Partner and Co-Founder. “Apple priced iPhone XS and XS Max at the highest levels ever, with even higher premiums for larger storage capacities. The first nearly $1,000 iPhone did not arrive until the following quarter last year, which widens the gap this quarter. In addition, this year’s product line-up contributes to the difference. This year, the most expensive iPhone XS and XS Max models captured early premium demand, while other upgraders may wait a month for iPhone XR, possibly moderating US-WARP in the December 2018 quarter.”

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