CIRP: US buyers bought more expensive iPhones, exchanged their old ones early last quarter

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CIRP surveyed 500 U.S. customers who purchased an iPhone, iPad, Mac or Apple Watch during the April to June quarter of this year. And what the researchers have discovered is that Apple customers are spending more money than in previous quarters.

While the general trend in the industry (and for iPhones too, so far) is to grow the upgrade cycle, U.S. buyers were marketing newer iPhones than before. The CIRP notes that the number of older models (3 years and older) was smaller and that they were replaced by more expensive models, for the first time in many quarters.

In the 12-month period ending in June of this year, 37% of shoppers kept their old phone for 2 years or less, 30% for 3 years or more. For comparison, statistics for the 12-month period ending in March show that 35% of owners upgraded after 2 years or less and 34% waited 3 years or more.

Apple no longer reports an average selling price, but instead focuses on a “weighted average retail price in the United States” (US-WARP). The CIRP estimates that this number has increased during this quarter, as buyers choose high-end models.

Most sales in the U.S. came from the current iPhone 12 series, 63% in total. During the same period last year, the iPhone 11 series accounted for 65% of sales. Indeed, the iPhone 11 matched the iPhone 12 Pro Max, the two best-selling models of the quarter with 23% market share each. The iPhone 12 mini also fit an older model, but this time the stats cast a negative light – it had an equal share, 5%, like the iPhone XR of 2018, both sharing the last spot in the charts.

CIRP: les acheteurs américains ont acheté des iPhones plus chers, ont échangé leurs anciens au début du trimestre dernier

While more and more people chose the iPhone 12 Pro Max as their next phone, the US-WARP rose to $869 during the April-June quarter, “considerably higher” than at the same time last year, according to analysts.

Another positive trend is that Apple has seen a significant increase in sales through its own retail operations (both online and in physical stores), while Best Buy and carriers have sold fewer units. However, most iPhones (66% in June 2021) are still sold through carriers.

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