Apple has had four primary iPhone form factors in the past three years, but, overall, the base iPhone form factor remains most popular, with over 40% of sales in 2024, according to a new report from the Consumer Intelligence Research Group.
The iPhone Pro Max, with its premium build and larger screen, has the next largest share at 26%, with the iPhone Pro (standard size, enhanced processor) at 19%. Though least popular, the iPhone Plus (larger size, standard processor) has meaningful share at 13%.
CIRP says shares for Pro and Pro Max have remained relatively stable for the past three years. The most significant change occurred after Apple discontinued iPhone mini during 2022, and relaunched iPhone Plus, more-or-less in its place. Since then, iPhone Plus not only exceeded the share of iPhone mini, it took share from the base model.
“Of course, form factor is a little difficult to parse, since both the basic and Pro model iPhones come in ‘regular’ and ‘large.’The iPhone and iPhone Pro regulars are relatively similar, as are the iPhone Plus and iPhone Pro Max,” the report says. “In both cases, we see technology improvements have made it possible to offer larger phones that normal humans can handle or put in a pocket.”
CIRP adds that both the Plus and Pro Max models contribute significantly to high average selling price and gross margins for iPhones. Both sell for more than their standard sized counterparts, with similar processors, cameras, sensors, etc. In other words, the “jumbo phone experiment” has been a success for Apple, says CIRP.
