November 07, 2024 – According to a report released by market research firm CIRP on November 6th, the weighted average retail price (US-WARP) of iPhones in the US market has reached $1,018. This increase is attributed to consumers’ growing preference for Pro models and their demand for higher storage capacities.
The report highlights that in the recent quarter, the combined share of iPhone Pro and iPhone Pro Max models accounted for 47% of sales, representing a significant jump from 38% in the same period last year. This upward trend indicates a shifting consumer behavior towards purchasing devices with advanced features. Many view these high-end phones as long-term investments, prioritizing their cutting-edge performance and additional storage space.
Since Apple has discontinued disclosing the average selling price (ASP) of iPhones, the US-WARP has become a crucial metric for understanding consumer preferences. September has emerged as a pivotal month for Apple sales, driven by new product launches and promotional activities for previous models. This period stimulates consumer buying behavior, with many opting to purchase after the release of new models, while some upgrade their devices in advance to meet replacement needs.
CIRP’s findings reveal that consumers are increasingly favoring Apple’s high-end features, with a growing number of users selecting Pro and Pro Max models. Additionally, there is a rising awareness among consumers of the value of extra storage space for photos, videos, and applications, leading them to prefer versions with higher capacities.
The research firm believes that Apple’s strategy of focusing on high-end devices is paying off, as consumers are willing to pay a higher price for its cutting-edge technology and premium experience.
