According to research data, the latest iPhone models are failing to meet sales expectations, falling significantly behind previous versions.
Consumer Intelligence Research Partners (CIRP) has released its latest iPhone sales results for the most recent quarter, showing that the iPhone 15 series is quite "sluggish". The iPhone 15 "family" includes: iPhone 15, iPhone 15 Plus, iPhone 15 Pro and iPhone 15 Pro Max.
iPhone 15 is "slower selling" than iPhone 14.
The survey results showed that they did not achieve the expected sales compared to previous generations.
In the second quarter, the four iPhone 15 models accounted for just 67% of total iPhone sales, down significantly from the 79% market share held by the iPhone 14 models in the same period last year. The decline was evident across the board: the iPhone 15 accounted for just 19% of sales — down from the 24% market share held by the iPhone 14 in the second quarter of last year.
On the other hand, both the high-end iPhone 14 Pro Max and iPhone 15 Pro Max maintained a stable sales market share - 22% in both periods.
Interestingly, in Q2 2024, the iPhone 14 and iPhone 14 Plus models account for 17% of total sales. This is a significant increase from the previous year, when the older iPhone 13 and iPhone 13 mini models accounted for just 11% of total sales. The iPhone 13 also performs better in 2024, capturing 10% of the market share — up from the iPhone 12's meager 4% share in Q2 2023.
iPhone Strategy
The poor performance of the iPhone 15 models is also a good sign for the market. Consumers are upgrading their smartphones more slowly as the smartphone market matures, leading to longer device life cycles. These trends indicate a shift in consumer behavior.
iPhone market share through the years.
As a result, the upgrades in newer iPhone models need to be more compelling to justify the higher price. Another factor is the economic impact, which has consumers looking for value in older, discounted iPhone models . The COVID-19 pandemic has also had a significant impact on consumer budgets.
Apple’s strategy of maintaining and promoting older iPhone models is paying off, albeit not in the way it intended. The company’s iPhone lineup now effectively serves different market segments, from those looking for the latest technology to those looking for affordable options that still meet basic needs.
The iPhone 16 could prove to be another breakthrough release if it really is the super upgrade cycle that analysts are predicting. Apple Intelligence could boost sales next year, encouraging users to upgrade to newer, more expensive iPhone models.