Whereas Apple reported document iPhone income for its September quarter this 12 months, a brand new report immediately from CIRP says that the typical iPhone gross sales worth within the US is seeing a downward pattern. Right here’s the way it’s moved over the current months and years.
CIRP shared the new report on its Substack immediately titled “iPhone Gross sales Combine Continues to Push Common Retail Value Down”.
Much like the typical promoting worth (ASP), CIRP has been maintaining observe of the weighted common retail worth (WARP) of the iPhone within the US. That metric doesn’t embody “wholesale reductions that Apple might provide to completely different retailers” however nonetheless provides a take a look at the combo of iPhone fashions (together with storage dimension) that customers are shopping for.
Based on CIRP’s information, the iPhone US WARP peaked at $988 within the March quarter this 12 months and has now declined within the two quarters since. It was down $40 come the June quarter and down one other $30 for the September interval.
The present $918 US WARP has pushed Apple’s efficiency of the metric right down to its 2021-2022 efficiency.
As for what contributed to the change, CIRP says the brand new iPhone 15 Professional and Professional Max have been promoting about in addition to the iPhone 14 Professional and Professional Max after they launched. However this 12 months, it was the year-old Professional mannequin iPhones that did worse than a 12 months in the past:
The key shift was within the gross sales of the retiring, year-old flagship telephones on this quarter, when their successors got here available on the market. Gross sales of iPhone 14 Professional and Professional Max fashions at a mixed 23% had been down from the 37% that iPhone 13 Professional and Professional Max fashions bought within the year-ago quarter.
We’ll have to attend and see if this pattern continues for the vacation quarter or if Apple will be capable to push iPhone common promoting costs again up.
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