A new market study by Consumer Intelligence Research Partners (CIRP) reveals that even in the 2021 September quarter, the demand for iPhone 12 Pro Max model is strong in the United States. The report also sheds light on iPhone owners’ preference for new models and a decrease in the age of old iPhone models.
With the iPhone 12 series, Apple launched its first 5G smartphones and with the addition of four new models with the iPhone 13 series, it is expected that the 5G supercycle continue for the company. Currently, it sells six new 5G iPhones: iPhone 12 mini, iPhone 12, iPhone 13 mini, iPhone 13, iPhone 13 Pro, and iPhone 13 Pro Max, giving iPhone owners more options to upgrade their smartphones sooner.
With iPhone 12 Pro Max in strong demand, Apple maintained US-WARP to $865 in Q3, 2021
As per the study, the iPhone sales trend in the September 2021 quarter shows that the most expensive models continue to capture a high share of total sales. Out of all iPhone models, iPhone 12 Pro Max captured the largest share with 27%. Therefore, the strong demand for more expensive models enabled Apple to maintain US Weighted Average Retail Price (US-WRAP) to $865.
Furthermore, it was also observed that the age of older iPhones has decreased with iPhone owners trading in their older models, less than 3 years, for newer ones.
In the twelve months ending with the September 2020 quarter, 37% 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 the September 2021 quarter, 42% of buyers had their previous phone for 2 years or less, while 23% of buyers had their previous phone for 3 years or more
To throw some color on iPhone 13 series, the report notes that the latest flagship series “generated meaningful sales” despite being available for a short period of time, “the new iPhone 13 models (iPhone 13, 13 Pro, 13 Pro Max, and 13 mini) were available for only two days of the quarter, and still accounted for 16% of sales.” To receive the CIRP market study click here to subscribe to their newsletter.