Plus Models Gain Within iPhone Installed Base as Category Growth Slows, Says CIRP
The installed base of iPhones in the U.S​. consists “virtually entirely of phones sold in the past 33 months,” said a Thursday Consumer Intelligence Research Partners report. The U.S. iPhone installed base reached 141 million units in the fiscal quarter…
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ended July 1, compared with 136 million units at the end of the March quarter and 124 million units in the year-ago quarter, CIRP said. Larger phones are making up a bigger share of the mix as “Plus” versions in the 6, 6S and 7 series total 53 million units, it said, for 38 percent of the mix, up from 29 percent as of the June 2016 quarter. “After over three years, and after initial skepticism, larger-format Plus model phone market acceptance is firmly established,” said analyst Josh Lowitz, noting slowing growth overall in the category. The iPhone 6 and 6 Plus have “meaningful share” and the iPhone SE share grew slightly in the quarter to 6 percent of the installed base, said Lowitz. As of July 1, the installed base grew 14 percent relative to the June 2016 quarter, compared with a year ago when the installed iPhone base grew 28 percent over the prior year quarter, said CIRP. The slowdown “shouldn’t surprise anyone,” said analyst Mike Levin, noting the 141 million iPhones owned by U.S. consumers represent half the U.S. adult and teen population. Operating system switches are at an all-time low, Levin said. CIRP based findings on a survey of 500 U.S. Apple customers, conducted July 1-13, who purchased an iPhone, iPad or Mac from April to July.