Data shows U.S. iPhone buyers choosing base amount of storage returns to normal levels،
According to Consumer Intelligence Research Partners, CIRP, two factors determine the average selling price (ASP) of the iPhone. One is the popularity of different models. Increased sales of the more expensive Pro models compared to the non-Pro variants will increase the ASP of the iPhone for that particular launch year. The other factor that contributes to iPhone ASP in a given year is the amount of storage capacity of the most popular models purchased by consumers.
The percentage of U.S. iPhone buyers purchasing a model with more than the base amount of storage at launch has returned to normal.
Just two years before the record year, data from the September 2019 quarter showed that only 40% of US consumers purchasing a new iPhone model chose to pay the higher price for a version with more than the amount of base storage. The following year, for the September 2020 quarter, 45% of iPhone buyers in the states purchased new iPhones that contained more than the base amount of storage. But since this peak in September 2021, the numbers have returned to normal.
In the September 2022 quarter, 43% of those who purchased a new iPhone model in the US purchased their device with more than the base storage amount and this increased to 44% for the most recent iPhone launch last September. This return to the baseline percentage means that US-WARP for the iPhone has declined as more people in the US purchase cheaper models with the base amount of storage. CIRP reports that US-WARP for iPhone in the September 2023 quarter decreased 4.1% year-over-year to $918.