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A new report by CIRP shows us that Apple's iPhone 12 Pro Max was Strong in the U.S. right to the end of Calendar Q3

1 cover iPhone 12 pro max


A new report by Consumer Intelligence Research Partners (CIRP) shows us that in the September 2021 quarter, Apple experienced some different and interesting trends in iPhone sales in the US:


  • The most expensive models continued to capture a high share of total sales, along with the almost two-year old lower priced iPhone 11
  • With only two days of availability in the quarter, the new iPhone 13 models still generated meaningful sales
  • Consumers traded-in newer phones, as the age of their old phone decreased materially for the first time in four years
  • Even as new iPhone 11 sales continued to be strong, consumers also traded in iPhone 11 models at a greater rate compared to earlier years.


In the September 2021 quarter, the four iPhone 12 models, including iPhone 12, 12 Pro, 12 Pro Max, and 12 mini, together had 55% of total US sales.


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2 chart 1 CIRP


The new iPhone 13 models (iPhone 13, 13 Pro, 13 Pro Max, and 13 mini) were available for only two days of the quarter, and still accounted for 16% of sales. iPhone 11 remained a strong seller, with 21% of sales, almost two years after its launch.


Among all individual models, the iPhone 12 Pro Max had the largest share of any single model, with 27%. iPhone XR, SE, and iPhone 12 mini had the smallest share, each at 4%.


Overall, while iPhone buyers keep their previous phone for an increasingly longer time, in the twelve months ending with the September 2021 quarter the age of retired phones decreased. In the September 2021 quarter, 42% of buyers had their previous phone for 2 years or less, while 23% of buyers had their previous phone for 3 years or more.


In contrast, in the twelve months ending with the September 2020 quarter, 37% of buyers had their previous phone for 2 years or less, while 34% of buyers had their previous phone for 3 years or more. This continues a trend toward keeping phones for a shorter time that appears to have started in the June 2021 quarter.


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Lastly, the two-year-old iPhone 11 accounted for 17% of old phones in the quarter. In contrast, in the year-ago September 2020 quarter while waiting for the COVID-19 pandemic delayed launch of the iPhone 12 models, the then two-year-old iPhone XS, XS Max, and XR models accounted for 9% of the previous phones of iPhone buyers.


10.0F1 - Apple Market Statistics Bar


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