Counterpoint Research’s latest study on mobile handset ‘Market Pulse Service’ reveals that iPhone 12 global sales crossed 100 million units in April 2021. With this success, Apple has achieved its second super-cycle after the first super-cycle with iPhone 6.
In October 2020, Apple announced the latest flagship iPhone 12 series with four models and advanced technology. Across the series, the company offered 5G network support, ceramic glass protection, wide and ultra-wide camera lens with Dolby Vision support, and much more. The iPhone 12 Pro models are equipped with a LiDAR scanner, enhanced zoom, and more. And these features are the reasons for the series’ success.
Users upgraded to iPhone 12 series, despite the COVID-19 pandemic
The report details that iPhone 6 was a major hit because it introduced a larger screen and iPhone 12 series is a massive hit because of the 5G network support and OLED display.
In the case of the iPhone 6 series, the strong pent-up demand for larger-screen iPhones drove the sales, while for the iPhone 12 series, the addition of 5G capability and a full OLED screen attracted customers. With the ASP for Apple phones being at an all-time high, the iPhone 12 series’ volume super-cycle will also lead to a revenue super-cycle breaking its own record every year.
In comparison to the predecessor iPhone 11 series, consumers preferred the iPhone 12 Pro models which resulted in the series record-breaking sales.
The share of the Pro Max version in the iPhone 12 series sales was 29%, compared to the 25% for the same model of the iPhone 11 series. This is also one of the reasons for the iPhone 12 series grossing 22% more revenue than the iPhone 11 series in the first seven months of its launch.
At Apple’s Q2 2021 Earnings call, CEO Tim Cook accredited the record-breaking $89.6 billion revenue in the quarter to the latest flagship series’ “strong popularity” because of its “unmatched 5G capability, the best camera system ever in an iPhone, and advanced durability from Ceramic Shield.” And the report reiterates the same reasons for the smartphone high sales.
The launch price of the base variants of the iPhone 11 Pro Max and the iPhone 12 Pro Max was the same at $1,099. The notable upgrades in the 12 Pro Max were 5G capability, a higher RAM/memory, and the A14 Bionic chip. There was also a trade-off as the charger and headphones were missing from the box. However, this did not seem to be a deal-breaker for consumers, especially in the US, which contributed to 40% of the global iPhone 12 Pro Max sales till April.
The upgrades, which came at the same price as that of the iPhone 11 Pro Max, supported by aggressive operator promotions, helped the 12 Pro Max sales soar to make it the highest-selling device in the US consistently since December 2020. Moreover, the iPhone 12 series was also comparatively less affected by the pandemic than the iPhone 11 series. Also, consumers who held on to their devices last year due to the pandemic, upgraded to the 12 series.
The company has announced Q3 2021 Earning report and conference on July 27. So stay tuned to iThinkDifferent for the latest updates on Apple’s new Earnings report.