Apple has a huge opportunity to improve its iPhone accessories business

Owning an iPhone isn’t just about buying the phone and displaying the Apple logo in public. Consumers need to protect their expensive investment, which is why 70% of iPhone users purchase a case and 60% place a screen protector on their iPhone screen. According to data from CIRP (Consumer Intelligence Research Partners, LLC), Apple has mixed feelings about selling cases to iPhone users.

Given how much Apple prides itself on its design prowess, it might be annoying to see iPhone owners putting their phones in a case. As CIRP so eloquently puts it: “So hiding a brand new color iPhone in a case must be a bit like putting plastic covers on Grandma’s couch. ».

70% of iPhone users buy a case, 60% buy a screen protector

While 70% of iPhone users protect their device with a case, Apple itself has a very small share of the case market and only offers third-party screen protectors. CIRP says this gives Apple an “attractive opportunity.” Apple introduced its new FineWoven cases this year, but there have been several complaints that the material doesn’t hold up after just a few uses.

70% of iPhone users buy a case for the device, giving Apple a golden opportunity

After the case and the screen protector, the next iPhone accessory in high demand is the smartwatch since 42% of iPhone users have a connected watch on their wrist. Given the success of the Apple Watch, the most popular watch in the world, Apple doesn’t have much to do here or with AirPods which are the most popular wireless earbuds. Still, only 37% of iPhone users own a wireless headset (including earbuds), meaning Apple might be able to increase penetration of both wearable devices, but how? Pricing could be an option to consider if Apple wants to entice more iPhone users to buy an Apple Watch or AirPods.

Not that Apple ever would, but look at how Google included a free Pixel Watch with pre-orders of the Pixel 8 Pro and handed out a free pair of its Pixel Buds Pro true wireless earbuds to those who pre-ordered the iPixel 8. This is a smart ploy by Google as it allows Pixel users to immerse themselves deeper into the Pixel ecosystem. Even though Apple believes it doesn’t need incentives to sell the iPhone, it should look for ways to lock more iPhone users into the Apple ecosystem, which should help its services unit fast growing.

For some iPhone buyers, the handset is the most expensive purchase made each year

Only 31% of iPhone users purchase a warranty for their device. AppleCare+ is the insurance program offered by Apple and AppleCare+ with Theft and Loss will replace a stolen or lost iPhone. Apple has been promoting AppleCare+, but may need to do more to increase the percentage of iPhone users who buy it.

24% of iPhone users buy a smart speaker and Apple’s entry into the market is the HomePod. Frankly, this figure seems higher than I expected and Apple has other accessories, like the ones we’ve already talked about, that it should focus on. The last accessory in the CIRP ranking is wired headsets, which 16% of iPhone users own. The only advantage they have over AirPods is the price. Apple used to give away a pair with the iPhone, but these days when you buy a new phone from Apple, you’re lucky there’s a phone in the box.

Ultimately, Apple needs to understand that after spending a lot of money on an iPhone, many consumers don’t have the financial means to add some of the aforementioned accessories. Which brings us back to our premise that lowering prices or offering bargain phone/accessory bundles could help Apple in the long run.