In the fourth quarter of the fiscal year, iPhone sales typically slow in anticipation of future models. Apple has historically released new iPhone models at the end of Q4 and usually in September.
Last year the iPhone maker released the iPhone 12 series, a complete form factor redesign with new features such as 5G support, MagSafe wireless charging, new camera features and a wider variety of sizes to choose from. The devices were released a little later than usual due to the ongoing impact of the pandemic. Perhaps the later release date combined with the new design and feature set has helped the iPhone 12 maintain momentum.
Consumer Intelligence Research has reported that the iPhone 12 Pro Max accounts for the lion share of sales. On the other end of the spectrum the iPhone 12 mini is unsurprisingly selling more slowly and in line with the iPhone XR from 2018. This is good news for Apple as it results in higher average selling prices and in most cases higher profit margins. That being said older models like the iPhone XR with more established supply chains tend to also be very profitable.
In other good news for Apple, the report also shows that iPhone sales have been strong at both brick and mortar retail locations (including their own retail stores) and via online channels.
It’ll be interesting to see if Apple delays the launch of its upcoming ‘iPhone 13’ models into Q1 as a result of the continued strong demand for iPhone 12. It certainly wouldn’t hurt the tech giant too much considering the 12 series also launched in Q1 last year. We’ll find out soon enough!
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