Saturday, December 9, 2023
Archived Post

iPhone SE accounts for 22% of U.S. iPhone sales during recent fiscal quarter

Consumer Intelligence Research Partners (CIRP) has released analysis of the results from its research on Apple for the fiscal quarter that ended September 26, 2020, and found that the new iPhone SE model accounted for 22% of U.S.iPhone sales during the quarter.

The year-old iPhone 11, 11 Pro, and 11 Pro Max accounted for 64% of U.S. iPhone sales during the quarter.

“In its first full quarter of sales, the $399 iPhone SE accounted for almost one-quarter of iPhone sales,” says Josh Lowitz, CIRP partner and co-founder. “During a challenging quarter, with COVID-19 altering the retail landscape and delaying launch of new 2020 flagship models, the new SE model succeeded in attracting customers with old phones in need of an upgrade. Last fall’s iPhone 11 family of phones continued to sell well, with iPhone 11 remaining the biggest single model, and one-third of customers opting for the premium-priced iPhone Pro and Pro Max.”

Apple stores, both retail locations and online, increased their share of total iPhone sales in the quarter to 21%, compared to 13% in the year-ago quarter.

“Apple’s retail operation increased its share of total iPhone sales in the quarter compared to last year,” says Mike Levin, CIRP partner and co-founder. “At 21% of total sales, it was among the best quarters we’ve seen in the past few years, and definitely the best September quarter, when iPhone customers are typically waiting to buy new models. And, Apple increased its share primarily through online sales, which for the first time exceeded retail store sales. COVID-19 disrupted consumer buying behavior, and Apple shut its physical retail shops for a period of months. Apple took share from both mobile phone carriers and Best Buy. Both maintained online sales at one-quarter to one-third of total sales.”

CIRP bases its findings on its survey of 500 US Apple customers that purchased an iPhone, iPad, Mac computer, or Apple Watch in the July-September 2020 period.

(Dennis Sellers has been covering the Apple industry since 1996. In addition to“Apple World Today,” he also runs his own freelance writing/editing service. If you want more info about the latter, email him at

Dennis Sellers
the authorDennis Sellers
Dennis Sellers is the editor/publisher of Apple World Today. He’s been an “Apple journalist” since 1995 (starting with the first big Apple news site, MacCentral). He loves to read, run, play sports, and watch movies.