New research by Consumer Intelligence Research Partners reveals that “Apple Bursts from COVID-19 Pandemic” with iPhone 12 series accounting for 63 percent of iPhone sales in the United States in Q3 of 2021.
CIRP’s survey of 500 US Apple customers that purchases an Apple product in the April-June 2021 period found that the iPhone 12 series hit home with the consumers and changed three iPhone consumers trends: a shift to more expensive models, trade-in newer models, and more sales business at Apple’s retail and online stores.
A recent report stated that Apple achieved its second super-cycle with iPhone 12 because of its advanced technology like 5G network support, A14 Bionic chip for faster performance, larger display with ceramic shield protection, improved camera system, and more.
Apple’s iPhone 12 sales increase U.S. Weighted Average Retail Price to $869
The report finds that emerged from the global health crisis, Apple holds a strong position in the third quarter of 2021.
All four models of the iPhone 12 series accounted for 63% of sales in the United States with iPhone 12 Pro Max having the largest share.
“The shift to more expensive models, in particular, to iPhone 12 Pro Max, helped increase US Weighted Average Retail Price (US-WARP) to $869 in the June 2021 quarter, up slightly compared to the March 2021 quarter and considerably higher than the year-ago June 2020 quarter.”
iPhone users are trading-in models less than 2 years old which has decreased the age of retired iPhones.
“In the June 2021 quarter, 37% of buyers had their previous phone for 2 years or less, while 30% of buyers had their previous phone for 3 years or more (Chart 3). In contrast, in the twelve months ending with the March 2021 quarter, 35% of buyers had their previous phone for 2 years or less, while 34% of buyers had their previous phone for 3 years or more.”
In Q3 2021, there was a significant increase in sales through Apple’s physical and online stores.
In the June 2021 quarter, 27% of US iPhone sales went through Apple retail, compared to a previous high share of 21% in September 2020.
Apple is expected to launch iPhone 13 series in September, in spite of an upcoming series in a few months, iPhone 12 sales are strong in the United States. This can be interpreted that consumers are happy with Apple’s introduced technology and its ability to keep an adequate inventory in the prevailing global chip shortage.