The latest iPhone 15 lineup is underperforming, with sales significantly trailing behind previous releases, according to recent data from Consumer Intelligence Research Partners (CIRP). The report highlights the iPhone 15's third full quarter of sales, including the base 15, Pro, Pro Max, and 15 Plus models.
The findings reveal that the iPhone 15 models have not met expected sales figures compared to earlier launches. In the latest quarter, the four iPhone 15 models comprised only 67% of total iPhone sales, a notable decrease from the 79% share held by the iPhone 14 models during the same period last year. The decline is evident across the board, with the basic iPhone 15 capturing only 19% of sales compared to the 24% share of its predecessor, the iPhone 14. The only exception is the high-end iPhone Pro Max, which maintained a consistent 22% share of sales in both periods.
Interestingly, older models have picked up the slack. In the June 2024 quarter, the iPhone 14 and 14 Plus models, now a year old, accounted for 17% of sales. This is a significant increase from the previous year when the year-old iPhone 13 and 13 mini models only contributed to 11% of sales. Additionally, the two-year-old iPhone 13 performed better in 2024, capturing a 10% share compared to the meager 4% share of the two-year-old iPhone 12 last year.
The underperformance of the iPhone 15 models reflects broader market dynamics. As the smartphone market matures, consumers are less inclined to upgrade annually, leading to longer device lifecycles. This trend suggests a shift in consumer behavior. One possibility is that the incremental upgrades in newer models are not compelling enough to justify the higher prices. Another factor could be the economic environment, prompting consumers to seek value in older, discounted models. The recent COVID-19 pandemic likely also impacted consumer budgets.
Apple's strategy of maintaining and promoting older models is proving effective, though perhaps not as originally intended. The company's product lineup now effectively serves different market segments, from those seeking the latest technology to those looking for more affordable options without significant compromises.
Looking ahead, the iPhone 16 could potentially be a game-changer if it leads to a super cycle, as some analysts predict. Apple Intelligence could drive the next year of sales, pushing users towards newer and more expensive models.