Vertical Divider
iPhone 12 Accounts for 61% of Apple’s US Smartphone Sales in Q121
Four new iPhone 12 models (12, 12 Pro, 12 Pro Max, and 12 mini) accounted for 61% of US iPhone sales in the quarter. iPhone 11 had the largest share for a single model, at 24%. “The iPhone 12 models, including the base, Pro, and Pro Max, all garnered decent share, divided relatively equally among them, including the highest-priced iPhone 12 Pro Max with 20% of sales. This improved on how the iPhone 11 Pro Max models performed a year ago, when it accounted for 13% of sales. Still, iPhone 11 actually had the largest share of any single model, suggesting consumers find its price point and form factor attractive.
Figure 1: US iPhone Model Mix
Four new iPhone 12 models (12, 12 Pro, 12 Pro Max, and 12 mini) accounted for 61% of US iPhone sales in the quarter. iPhone 11 had the largest share for a single model, at 24%. “The iPhone 12 models, including the base, Pro, and Pro Max, all garnered decent share, divided relatively equally among them, including the highest-priced iPhone 12 Pro Max with 20% of sales. This improved on how the iPhone 11 Pro Max models performed a year ago, when it accounted for 13% of sales. Still, iPhone 11 actually had the largest share of any single model, suggesting consumers find its price point and form factor attractive.
Figure 1: US iPhone Model Mix
iPhone 12mini and SE had the smallest shares of all models, and both decreased share relative toQ420.” The model mix resulted in a US Weighted Average Retail Price (US-WARP) of $847 for the quarter, compared to $873 for the December 2020 quarter and $795 for the March 2020 quarter.