Consumer Intelligence Research Partners (CIRP) has released analysis of the results from its research on Apple for the third fiscal quarter of 2021. The research group finds that the four new iPhone 12 models (12, 12 Pro, 12 Pro Max, and 12 mini) accounted for 63% of U.S. iPhone sales in the quarter.
“Apple did very well as it emerged from the COVID-19 pandemic,” says Josh Lowitz, CIRP Partner and Co-Founder. “Increased consumer spending correlated with consumers shifting to more expensive iPhone models as they retired older phones and shopped more at Apple’s own retail locations to buy those iPhones. As a consequence, we estimate that US-WARP, the analogue to Average Selling Price that Apple no longer discloses, rose in the quarter.”
“For the first time in many quarters, consumers traded in somewhat newer phones,” adds Mike Levin, CIRP Partner and Co-Founder. “We ask consumers about the age of their previous phone, and in the quarter, we saw the share of phones that were three years old or greater decrease. In the quarter, it looks like iPhone buyers traded in fewer older phones and opted for more expensive iPhone models as they upgraded.”
CIRP bases its findings on its survey of 500 US Apple customers that purchased an iPhone, iPad, Mac computer, or Apple Watch in the April-June 2021 period.
