“For the full quarter, the new iPhone 12 models, and in particular the most expensive ones, garnered a significant share of sales,” said Josh Lowitz, CIRP Partner and Co- Founder. “Even though these models were not available for the entire quarter, the model mix and pricing drove US-WARP to $873, the highest level we’ve seen in the almost 10 years we’ve surveyed iPhone buyers. US-WARP is similar to the Average Selling Price figure that Apple disclosed until two years ago. The core iPhone 12 had 17% of sales and was priced $100 more than last year’s iPhone 11. iPhone 12 Pro Max, priced at $1099, matched its share, with the $999 iPhone 12 Pro right behind. For all models, around half of buyers upgraded from base storage, further boosting average selling price.”
CIRP also found that service penetration for iCloud, Apple TV, and Apple Music increased for customers that purchased an Apple product in the quarter.
“Apple Music and Apple TV improved penetration nicely in the quarter, so over one-third of customers have the streaming music service, and over one-quarter have streaming video,” said Mike Levin, CIRP Partner and Co-Founder. “Apple always had decent uptake of iCloud storage, with over half of buyers reporting paid usage. Other services, like podcasts and paid news, are relatively steady at earlier levels, while Apple still struggles to sell AppleCare warranties. The diverse results show the challenges of the Services segment, with well-established ones like podcasts, well-integrated ones like iCloud storage, newer ones like Apple TV, and lagging ones like AppleCare, all facing a range of competitors eager to take on Apple as it works to grow these businesses.”
Take a look at the chart below for more details!