CIRP: US buyers bought more expensive iPhones, traded in their old ones earlier last quarter

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

While the general trend in the industry (and also for iPhones so far) is that the upgrade cycle needs to grow, US buyers traded with newer iPhones than before. 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.

During the 12-month period ending in June this year, 37% of buyers stuck to their previous phones for 2 years or less, 30% for 3 years or longer. By 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 “US-weighted retail average price” (US-WARP). CIRP estimates that this number has increased during this quarter as buyers choose higher end models.

Most sales in the US were from the current iPhone 12 series, a total of 63%. In the same period last year, the iPhone 11 series accounted for 65% of sales. In fact, 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 matched an older model, but this time the statistics shed a negative light – it had an equal share, 5%, as the iPhone XR from 2018, which both shared the last place in the charts.

CIRP: U.S. buyers bought more expensive iPhones that traded in their old ones earlier in the last quarter

As more people chose the iPhone 12 Pro Max as their next phone, US-WARP rose to $ 869 in the April-June quarter, “significantly higher” than the same period last year, according to analysts.

Another positive trend is that Apple recorded a significant increase in sales through its own retail activities (both online and brick stores), while Best Buy and carriers sold fewer units. However, most iPhones (66% as of June 2021) are still sold through carriers.

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