iPhone 7, 7 Plus Sell Well in Slow Quarter

New Models Appeal to Loyal Buyers, with Few Android Switchers

Consumer Intelligence Research Partners (CIRP) released analysis of the results from its research on Apple, Inc. (NASDAQ:AAPL) for the fiscal quarter that ended September 24, 2016.

The September 2016 fiscal quarter includes two weeks’ of sales of iPhone 7 and 7 Plus models.
CIRP finds that the new iPhone 7 and 7 Plus accounted for 43% of total US iPhone sales in the quarter, with iPhone 7 at 31% and iPhone 7 Plus at 12% (Chart 1). iPhone SE, in its first full quarter of availability, had a 9% share.

Chart 1: iPhone Models US Sales Mix, Fiscal Quarters

Chart 1: iPhone Models US Sales Mix, Fiscal Quarters

In a quarter with only two weeks’ of sales, iPhone 7 and 7 Plus grabbed significant share of iPhones sold. We attribute this to slow iPhone sales in the weeks leading up to the launch of these two new models, as well as a positive reception for the new 7 and 7 Plus models. It’s difficult to compare this launch to the September 2015 launch, when the iPhone 6S and 6S Plus, which were available for less than a week, and accounted for 24% of sales in the quarter.

Among iPhone 7 and 7 Plus buyers, 17% upgraded from iPhone 6S and 6S Plus, and 36% upgraded from iPhone 6 and 6 Plus. In contrast, among iPhone SE buyers, almost half (47%) upgraded from iPhone 5S/5C, and another 21% from older iPhone models (Chart 2). 9% of iPhone 7 and 7 Plus buyers upgraded from an Android phone, while 17-21% of other iPhone buyers came from Android.

Chart 2: Previous OS and Model of iPhone Buyers, September 2016 quarter

Chart 2: Previous OS and Model of iPhone Buyers, September 2016 quarter

The new 7 and 7 Plus models attracted mostly loyal iPhone owners, rather than Android owners. Only 9% of 7 and 7 Plus buyers had an Android phone, while for older iPhone models, many more buyers, around 20%, came from Android. In contrast, at this time last year, when Apple launched the 6S and 6S Plus models, 17% of buyers who bought the then-new 6S and 6S Plus came from the Android operating system.

CIRP bases its findings on its survey of 500 US Apple customers, surveyed from September 25-October 10, 2016, that purchased an iPhone, iPad, or Mac in the US in July-September 2016 period. For additional information, please contact CIRP.