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CIRP Reports 2019 iPhone XR Sales 7%Lower than 2018 iPhone 8/8 Plus
January 06, 2019 A new report from CIRP shows how iPhone XR, XS, XS Max have sold after the first few months of availability. With 32% share of total iPhone sales, the XR took a 7% lower share than the iPhone 8/8 plus did during the same period in 2017. Figure 1: iPhone US Sales Mix – 30 Days After Launch 
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CIRP partner and co-founder, Josh Lowitz, noted that comparisons are a bit tricky as Apple as has changed its launch strategy over the last few years.
“Of course, comparisons are difficult, because of how Apple sequenced new model launches in the past two years. Last year, Apple launched the evolutionary iPhone 8 and 8 Plus first. This year, Apple launched the more expensive models earlier, presumably trying to catch early demand from the most loyal customers.”
CIRP had iPhone XR with 32% share of total iPhone sales, which was better than iPhone X in 2017 with 30% but lower than iPhone 8/8 Plus at 39%. Among iPhone buyers, 82% upgraded from an iPhone, while 16% upgraded from an Android phone. At the November 2017 launch of iPhone X, 86% upgraded from an iPhone, and 11% upgraded from Android. Following the September 2017 launch of iPhone 8 and 8 Plus and before the iPhone X was available, 87% upgraded from an iPhone, while 12% upgraded from Android.
CIRPs study was based on 165 US customers who purchased an iPhone XR in the 30 days after it was launched. While Apple has never shared details on sales mix, it also announced during its last earnings call that it won’t be providing unit sales anymore.
CIRP also provided a their version of a comparison of Apple’s iPhone ASPs, which have risen from ~$550 in 2016 to ~$800 in 2018.
Figure 2: iPhone ASPs
“Of course, comparisons are difficult, because of how Apple sequenced new model launches in the past two years. Last year, Apple launched the evolutionary iPhone 8 and 8 Plus first. This year, Apple launched the more expensive models earlier, presumably trying to catch early demand from the most loyal customers.”
CIRP had iPhone XR with 32% share of total iPhone sales, which was better than iPhone X in 2017 with 30% but lower than iPhone 8/8 Plus at 39%. Among iPhone buyers, 82% upgraded from an iPhone, while 16% upgraded from an Android phone. At the November 2017 launch of iPhone X, 86% upgraded from an iPhone, and 11% upgraded from Android. Following the September 2017 launch of iPhone 8 and 8 Plus and before the iPhone X was available, 87% upgraded from an iPhone, while 12% upgraded from Android.
CIRPs study was based on 165 US customers who purchased an iPhone XR in the 30 days after it was launched. While Apple has never shared details on sales mix, it also announced during its last earnings call that it won’t be providing unit sales anymore.
CIRP also provided a their version of a comparison of Apple’s iPhone ASPs, which have risen from ~$550 in 2016 to ~$800 in 2018.
Figure 2: iPhone ASPs
Source: Company