iPhone SE steals share from higher-priced iPhones
Consumer Intelligence Research Partners has announced its analysis of consumer trends for US iPhone sales for the June 2016 fiscal quarter, which represents the first quarter for the new iPhone SE, and the third full quarter after the launch of the iPhone 6s and 6s Plus models.
CIRP claim that the new iPhone SE accounted for 16% of total US iPhone sales, with iPhone 6S at 39% and iPhone 6S Plus at 26%.
“iPhone SE appears to have appealed to owners of much older iPhone, and less to switchers from Android and other operating systems,” said Mike Levin, Partner and Co- Founder of CIRP.
“On the one hand, the SE may have persuaded these owners of older iPhones to upgrade to a new phone, and possibly remain with Apple iOS. On the other hand, with its much lower retail price, iPhone SE also may have diverted these customers from purchasing a more-expensive iPhone 6/6S series phone, which will likely lead to a lower ASP in the quarter,” they say in a release available here.
However, despite the anxious headlining it also seems clear that iPhone SE has achieved what Apple wanted to achieve with the release — around 80 percent of iPhones sold in the quarter are of the most recent models, and this means a huge chunk of the installed iPhone user base now has a state-of-the-art 64-bit processor inside their iPhone.
CIRP is missing a trick in thinking it’s all about iPhone sales. it’s not. It’s about building a strong core from which the company plans future growth. Think wearables and more. There’s lots of money in VR, for example.