A new analytical report late today states that US January sales declined by 10% YoY with the trend likely to continue for the full month. The main driver was the underperformance of the low-end segments. Premium and ultra-premium performed better but overall upgrade rates remained tepid.

(Click on the Counterpoint Chart below to Enlarge)

The Counterpoint report further noted that "Apple outperformed most brands with iPhone continuing to gain share with sales down low single digits. “We continue to see strong promotions for the iPhone 15 series in postpaid and there remains significant interest in older models like iPhone 11 and iPhone 12 amongst cost-conscious consumers in prepaid. This combination is enabling Apple to maintain stability in a market experiencing double-digit declines,” observes Jeff Fieldhack, Research Director for the US. “Good for share gains and great for the iOS installed base.”

While it's true that Apple outperformed their competitors in January, the Counterpoint chart clearly shows us that this has been the lowest January performance in the last eight years. Is it a sign that Apple fans are bored with annual incremental upgrades?

Considering that Apple and Samsung own the U.S. market, the decline can't be blamed on the iPhone losing to other competitors. The iPhone 16 offering slightly thinner bezels or a smaller camera bump are still features travelling in the boring lane. Will Apple's new AI features shake things up? Only time will tell.