iPhone 15: adoption among US users apparently weaker than the previous model
According to the latest figures from market analysis firm CIRP, it is high time for the iPhone 16: sales of its predecessor are said to have fallen further.
iPhone with packaging.
(Image: BadPixma / Shutterstock)
The iPhone 15 was less well received in Apple's most important market in the second quarter of 2024 than the previous iPhone 14 model the year before. This is according to the latest survey by the analysis company CIRP. According to the survey, iPhone 15 models accounted for a total of 67% of Apple smartphones sold in the United States between April and June 2024. This was significantly different in the previous year with the iPhone 14, where the share was 79% and also increased by 4% compared to the previous quarter, while the share of the iPhone 15 decreased by 1% in the second quarter of 2024.
Bright spots for the most expensive iPhone
The figures indicate that Apple was apparently less successful this time in convincing users across all models to switch to the iPhone 15 - even though the hardware, for example with its USB-C port, brought a number of innovations. However, there is also positive news in the breakdown of the models: the respective Pro Max model, the most expensive iPhone, did not lose any share. For both the iPhone 14 Pro Max and the iPhone 15 Pro Max, this was 22 percent in the second quarter. In addition, the iPhone 15 Pro Max is the best-selling model in absolute terms.
In contrast, the entry-level iPhone 14 model was the winner with 24% in the second quarter of 2023. In practice, this means that Apple is apparently succeeding in persuading users to buy its most expensive devices, which come with a larger screen and better camera technology. The remaining market shares are held by older iPhone models, including the 14 and 14 Plus, 13 and 13 mini and SE. The overall distribution was as follows: iPhone 15 with 19 percent, iPhone 15 plus with 8 percent, iPhone 15 Pro with 17 percent and, as mentioned, iPhone 15 Pro Max with 22 percent. The 14 model achieved a combined 17 percent, followed by the 13 model with 11 percent and the SE with 5 percent. The iPhone 12 is no longer officially sold.
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Will the "Super Cycle" come with the iPhone 16?
It will be interesting to see how the figures change with the launch of the iPhone 16 in the fall. There is a certain amount of hype surrounding the Apple Intelligence AI function, which some analysts expect could trigger a new " super cycle" with high churn rates.
However, the well-known analyst Ming-Chi Kuo warned that this could be too optimistic. Recent statements from Apple suppliers such as TSMC and Largan when announcing their figures indicated that the company's orders had not increased significantly. But this only means that Apple itself is being cautious. Allegedly, only 87 million units were ordered, compared to 91 million for the iPhone 15. On the other hand, it is possible that the lower orders only affect certain industries and that Apple is ordering more components in others.
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