iPhone XS sales take average selling price to record heights


iPhone XS and XS Max
Have you bought yours yet?
Photo: Ste Smith/Cult of Mac

iPhone XS and iPhone XS Max sales have started off so strongly that they’ve helped Apple’s average selling price reach record heights, new data suggests.

The latest flagships accounted for 16 percent of all Apple handsets sold in the U.S. last quarter, despite being on sale for just ten days of it. Last year’s iPhone X continues to sell well despite being outdated now, while iPhone 8 and 8 Plus were the most popular options.

The insanely popular iPhone X quashed any doubts that Apple fans would pay $1,000 for a smartphone. And it wasn’t just a fluke; they’re doing the same again this year, and in large numbers. iPhone XS and XS Max have been in high demand since making their debut.

New data from CIRP suggests sales have been strong so far, while the average selling price of the iPhone is now higher than ever.

iPhone XS and XS Max are already making their mark

iPhone XS and XS Max each accounted for 8 percent of U.S. iPhone sales last quarter, according to CIRP. That’s a total of 16 percent, which is even more impressive when you consider that the new lineup was only available for the last 10 days of the quarter.

Last year’s iPhone X accounted for 14 percent of sales, while the iPhone 8 and 8 Plus proved most popular, making up 16 percent and 17 percent of sales, respectively.

With Apple’s most expensive handsets being so popular, the US Weighted Average Retail Price (US-WARP) of the iPhone — CIRP’s own measure of the average selling price — is reaching record heights.

CIRP calculated the US-WARP to be $796 for the September quarter, up from $751 in the June quarter and from $705 in the same period last year.

iPhone XR could make a difference

“US-WARP increased significantly in this quarter, which suggests ASP will, too,” explains Mike Levin, CIRP Partner and Co-Founder. “Apple priced iPhone XS and XS Max at the highest levels ever, with even higher premiums for larger storage capacities.”

“This year, the most expensive iPhone XS and XS Max models captured early premium demand, while other upgraders may wait a month for iPhone XR, possibly moderating US-WARP in the December 2018 quarter.”

CIRP’s data comes from a survey of 500 Apple customers in the U.S. who made a major purchase last quarter. This certainly isn’t a large number, and it includes Apple Watch, Mac, and iPad buyers, too, so it may not be an entirely accurate indication of sales.

Nevertheless, it’s an indicator that shows the iPhone XS lineup is a hit so far.


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