Apple Stores dominate Mac and iPad sales, but mobile carriers sell the most iPhones

The Apple Store is doing pretty well in 2023, with decent-to-big shares of sales of Apple’s major products, according to a new report from Consumer Intelligence Research Partners. However, the long-term reality of having a much smaller share of the biggest product line, iPhone, persists, notes CIRP.

Apple Stores continue to dominate Mac computer sales, the report notes. They also have the largest share of iPad sales, which generally are spread among more retailers. Mobile carrier stores continue to sell the most iPhones.

The Apple Store has long struggled to improve its share of iPhone sales. In the last year, mobile carriers sold 71% of iPhones in the US, more than three times the 21% sold at Apple Stores.While the COVID-19 pandemic shifted some sales to Apple Stores, in the past year shares returned to the long-term trend, says CIRP.