As we witness the staggered launch of the iPhone 12, there are already those who look back to see how sales have been for the quarter we just left. CIRP, the Chicago-based market analyst firm, has just sent a press release to the media including the results of its US sales study. This is where he has found the iPhone SE 2020 to have performed most positively among US users.
So much so, that Apple’s most affordable terminal has captured almost a quarter of total sales in this third quarter of the year. Let’s take a closer look at the numbers.
The iPhone SE accounts for 22% of sales in the US
Since the iPhone 11 was introduced more than a year ago, Apple stopped selling the iPhone XS and iPhone XS Max, keeping the iPhone XR as the entry model. The iPhone 11 started its sales at the end of Q3 2019, so its performance in the quarter was not complete. In this context, the following graph is better understood:
The iPhone just debuted in 2019 accounted for almost 20% of total sales, leaving the bulk for the iPhone XR that was already on its way to completing its year in the market. If we look at the representation of the Q3 of 2020 , we see that the bulk of the units correspond to the iPhone 11 and the iPhone 11 Pro, which together accounted for 64% of the total. The iPhone SE is there too with 22%.
This smartphone has just closed its first full sales quarter, so it has unfolded its full potential in those three months. Thanks to its starting price of 489 euros, with offers that leave it at 386 euros, the iPhone SE has managed to intrude into the pockets of millions of users.
The iPhone SE acts like a broom car that has picked up numerous iPhone and Android users who want to stay on the platform on a tight budget
It should be noted that in a quarter, the sales of the latest generation iPhone models usually occupy a significant part. This band ranges between 60-70% of the total units sold. Being the last quarter before launch, the iPhone 11 accounted for 64% of total sales.
Another highlight is that iPhone sales in the US have slightly consolidated . From six models it has gone to five, thanks to Apple withdrawing the iPhone 7 as well as the iPhone XS and XS Max from sale.
The Apple Store strengthens in the mix of retail channels
CIRP gives us other data with which to discuss. And they have to do with the mix of the iPhone sales channels in the US . The figures are shown here:
It shows the usual suspects, from the Apple channel or Best Buy (the largest consumer electronics chain in the US), through the operators and closing with an “other” . We have the sales quarter of the previous year and it differs between online and physical.
From these figures, we can get two readings. The first is that Apple has grown its two channels dramatically and, obviously, it does so at the expense of others. We do not know what happens to the “cake”, if it increases or decreases, so we lack a fundamental piece of information to know the progress of the market.
The second is that the online channel has been strengthened from year to year. All participants, except Best Buy, have seen their sales strengthened through the web . The reason is obvious: the closures caused by the pandemic have pushed many towards online sales.