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iPhone 15 Lineup Lags Behind Last Year’s Models, Study Reveals

TL;DR: A study reveals that the iPhone 15 lineup’s adoption lags behind last year’s iPhone 14 models, indicating a preference for older or Pro models due to marginal improvements and economic pressures.

A new study by CIRP uncovers which iPhone models are the most favoured in the US for Q1 2024. The data also compares the adoption of the iPhone 15 lineup to the iPhone 14 devices and earlier.

The study is important as it looks at the second full quarter which has included Apple’s iPhone 15 lineup, from January to March.

Most Bought iPhones in Q1 2024

  • iPhone 15 Pro and Pro Max: 22% and 23% shares respectively (45% combined)
  • iPhone 15 Plus: 9% share
  • iPhone 15 and 14: Both 14% share (28% combined)

iPhone 15 vs iPhone 14 Adoption

The iPhone 15 Pro and Pro Max share for Q1 2024 was nearly the same as the iPhone 14 Pro and Pro Max had in Q1 2023. However, the overall mix of iPhone 15 devices was lower at a 68% share of total iPhone sales.

That’s a 7% drop from the 75% share that the iPhone 14 family saw last year in Q1.

Why? The iPhone 15 and 15 Plus were less favored than the iPhone 14 and 14 Plus were in the year-over-year Q1 windows.

CIRP’s Take

We see this as a continuation of a trend from the past couple of quarters, as the lower-priced current models give up some share to older models. The once flagship, now base iPhone 15, is no longer the leading-edge choice, as the Pro and Pro Max models take that role.

CIRP also points out “marginal” improvements in recent iPhone releases. They believe economic pressure has also reduced sales of the latest and greatest.

The study offers valuable insights into the shifting preferences of iPhone buyers in the US market.


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