Here’s why Apple needs to get more iPhone buyers to shop at the Apple Store،
A new report from
Consumer Intelligence Research Partners (CIRP) reveals that consumers who purchase their new iPhone at an Apple Store rather than from their wireless carrier are more likely to purchase an iPhone Pro or iPhone Pro Max model. 47% of iPhone sales made in physical or online Apple Stores are for one of the two Pro series handsets, while only 40% of iPhone sales made in retail locations or on Apple's websites operators concern the most expensive iPhone Pro or iPhone Pro Max models. .
While 48% of
iPhone sales at Apple Stores (again, physical and online) were for the base iPhone model and the iPhone Plus or iPhone mini, 55% of iPhone sales made via retail stores or online mobile operators consisting of non-Pro models. The “low-cost” iPhone SE accounted for 5% of iPhone sales at Apple Stores and carrier-owned stores. The survey represents sales made over a one-year period ending September 2023.
More iPhone Pro and Pro Max models are sold in the Apple Store than in carrier-owned stores
As CIRP noted, Apple has more control over the accessories offered with the iPhone in its own Apple Stores and on its website. The report states: “When Apple sells an iPhone through its own retail channel, it controls accessory offerings, extended warranty options, and exposure to other devices, including Apple Watches, iPads, and Mac computers. Geniuses manage the entire experience in a completely transparent manner. Like the Apple brand.
Yet earlier this month, CIRP reported that 21% of iPhone buyers get their devices from Apple, while 71% buy their new iPhone from the wireless carrier they use. This means that Apple Stores are responsible for selling a higher percentage of higher-margin iPhone sales and likely generate a higher percentage of Apple-branded accessory sales. But with only 21% of total iPhone sales coming from online and physical Apple Stores, the company can't take advantage.
What Apple needs to do is figure out how to get more consumers to buy their iPhone from the Apple Store, whether it's a nearby retail location or online.
Related
