iPhone 12 Dominates Apple Smartphone Sales

The new iPhone 12 range has accounted for 76 percent of U.S. iPhone sales since its launch, according to new data from Consumer Intelligence Research Partners (CIRP). With 27 percent, the iPhone 12 itself enjoyed the largest share for a single model.

Survey Shows Popularity of iPhone 12

The data comes from a fairly limited survey – 243 U.S. Apple customers  that purchased an iPhone in the four weeks following the launch of the Pro Max and mini models on November 13, 2020. That was weeks three through six of the iPhone 12 and Pro being available. However, it does give a further indication as to how popular Apple’s first 5G smartphone is. Josh Lowitz, CIRP Partner and Co-Founder, commented:

iPhone 12 models garnered a significant share at launch, but with mixed results, as iPhone 12 mini seems to have been lost among the other models. Apple not only launched a wider range of new models than ever before, and also divided that launch into two pairs of models, so comparison to earlier launches is tricky. In addition, Apple launched a new iPhone SE earlier in the year, further complicating the lineup. Compared to last year’s launch of iPhone 11 models, which accounted for 69% of sales in the period after the launch, the four iPhone 12 models did even better, with 76% of sales. However, there was no clear leader among the new models, with sales evenly distributed among iPhone 12, 12 Pro, and 12 Max. In contrast, in 2019, iPhone 11 had an incredible 39% of sales, with iPhone 11 Pro and Pro Max combining for only 30% of sales.

A Mini Disappointment?

“The new iPhone mini likely disappointed Apple with only 6% of sales in the period,” added Mike Levin, CIRP Partner and Co-Founder. “It has most of the same features as the other iPhone 12 models, in a smaller form factor for $699. Its share was just above that of iPhone XR, launched in 2018 and now priced at $499, the one-year old iPhone 11, now selling for $599, and the 2nd generation iPhone SE, launched in April 2020 at $399. It seems that it’s higher price point compared to those three models limited the iPhone 12 mini appeal.”

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