Apple’s latest iPhone 15 lineup has been facing a sales slump in its third quarter, with data from Consumer Intelligence Research Partners (CIRP) showing a big decline in market share compared to previous iPhone launches.
The high-end iPhone 15 Pro Max maintained its popularity, accounting for a consistent 22% of sales, However, the rest of the lineup struggled to match the performance of their predecessors.
The combined sales of the four iPhone 15 models dropped to 67% of total iPhone sales, a strong contrast to the 79% share held by the iPhone 14 models in the same period last year.
The basic iPhone 15 model saw a sharp decline, capturing only 19% of the market compared to the 24% share by the iPhone 14. This has led to a surge in demand for older iPhone models, with the iPhone 14 and 14 Plus collectively accounting for 17% of sales, an increase from the previous year.
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In the June 2024 quarter, the year-old iPhone 14 and 14 Plus accounted for 17% of sales. In the June 2023 quarter, the then-year-old iPhone 13 and 13 mini accounted for only 11% of sales. The two-year-old offerings barely registered last year, with the iPhone 12 accounting for only 4% of sales. In the June 2024 quarter, the two-year-old iPhone 13 garnered a 10% share.
The reasons behind this shift in consumer behavior are unclear as of now but could be attributed to several factors:
- The iPhone 15 lineup may not have offered sufficient upgrades to entice consumers to upgrade.
- Economic pressures may have driven consumers towards more affordable options.
- Increased competition in the smartphone market could also have played a role.
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