According to Tech Going , in its report, research firm CIRP marked Apple's worst iPhone performance of 2021 so far. However, the full scope of the study on average selling prices does not include wholesale discounts given by Apple to retailers.
Will the iPhone 15 Pro series help boost the average selling price of iPhones in the US?
Also according to research data from CIRP, the average selling price of iPhones in the US peaked at $988 in Q1 2023. Since then, the average selling price of iPhones has decreased for two consecutive quarters. The price decreased by $40 in Q2 2023 and another $30 in Q3 2023. The performance of iPhones is relatively low compared to the previous year.
The current average selling price of an iPhone in the US is $918, which is in line with the performance of the iPhone in 2021-2022. The change in average selling price is due to older iPhone models. The iPhone 15 Pro and 15 Pro Max are selling like hotcakes, as are the iPhone 14 Pro models. However, sales of the iPhone 14 Pro models are not doing as well as their predecessors, the iPhone 13 Pro and 13 Pro Max.
The main change in Q4 2023 is that sales of the iPhone 14 Pro will no longer be available after the launch of the iPhone 15 series successor. Last quarter, the iPhone 14 Pro and 14 Pro Max models accounted for 23% of total sales, down from 37% for the iPhone 13 Pro and 13 Pro Max models in the same period a year earlier.
While iPhone ASPs have been low over the past two quarters, it remains to be seen how the iPhone 15 lineup will perform during the holiday shopping season. The shopping spree could significantly boost sales of the lineup, creating a new balance in ASPs. However, this is all speculation at this stage, and device sales could decline further in the coming quarter.
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