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The iPhone XR accounted for 39 percent of sales during Apple’s first fiscal quarter 2019, which equates to the fourth calendar quarter of 2018. The iPhone XS and XS Max, meanwhile, accounted for 26 percent of iPhone sales.
Combined, the iPhone XR, XS, and XS Max accounted for 65 percent of all holiday quarter iPhone sales, compared to 61 percent for the iPhone 8, 8 Plus, and X in the year-ago quarter.
The iPhone XR almost matched combined sales of the iPhone 8 and 8 Plus at the same time least year, and it represented the largest quarterly share for a single model since the iPhone 7 in CIRP’s historical data.
More iPhone buyers in holiday quarter of 2018 also chose iPhones with upgraded storage than in the year-ago quarter.
“For many years each additional storage level carried a $100 premium. Now iPhone prices increase from $50 to $200 for incremental storage, depending on the phone model and the size of the boost in storage. The percentage of iPhone buyers who paid up for increased storage grew to 38% this quarter from 33% in the year ago quarter. Based on the elevated pricing associated with larger storage, as well as the model mix sold in the quarter, we estimate Apple increased its ASP to well over $800.”
While multiple reports have suggested the iPhone XR sold well, it did not sell as well as Apple had expected, at least in some areas around the world. Apple recently lowered its earnings guidance for the first fiscal quarter of 2019 due to weak iPhone sales and has reportedly cut iPhone XR, XS, and XS Max production for the January to March quarter.
CIRP gathered its data from a survey of 500 U.S. Apple customers that purchased an iPhone, iPad, Mac, or Apple Watch during the October to December 2018 period.
