Earlier this year, the Consumer Intelligence Research Partners (CIRP) released a report showing a decline in the adoption of the iPhone 15 lineup compared to the iPhone 14 devices in the US. Now, with the latest data for Q2 2024, it’s evident that the trend has continued, marking a significant shift in consumer behavior towards Apple’s flagship smartphones.
IPhone 15 Adoption Slows Down
Q1 2024: A Slow Start for iPhone 15
In the first quarter of 2024, the iPhone 15 lineup accounted for 68% of total US iPhone sales. This figure was already a 7% drop from the 75% share that the iPhone 14 held in Q1 2023. This early indication hinted at a weakening demand for the latest iPhone models.
Q2 2024: Decline Continues
The trend continued into the second quarter of 2024. From April to June, the iPhone 15 lineup made up 67% of total US iPhone sales, marking a further 1% decline from Q1. In stark contrast, the iPhone 14 lineup had captured 79% of the US market in Q2 2023, which was a 4% increase from Q1 of the same year. This data highlights a 12% lower adoption of the iPhone 15 compared to the iPhone 14 during their respective launch periods.
Performance of Individual Models
A closer examination of individual models reveals a mixed performance:
- The iPhone 15 Pro Max managed to match the 22% adoption rate of the 14 Pro Max from a year earlier.
- However, the iPhone 15, Plus, and Pro models all saw lower adoption rates compared to their iPhone 14 counterparts.
Factors Contributing to Lower Adoption
According to CIRP, the drop in iPhone 15 sales was primarily absorbed by the previous year’s iPhone 14/Plus models. This shift suggests a growing trend where consumers are less inclined to spend top dollar on the latest iPhones as hardware updates become more iterative and less groundbreaking.
Conclusion
This latest CIRP report underscores a notable shift in consumer behavior regarding Apple’s flagship smartphones. As the iPhone 15 lineup struggles to match the success of its predecessor, it signals a potential change in how consumers perceive the value of incremental hardware updates. For Apple, understanding and addressing these trends will be crucial for future product launches.
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