Apple's newest 4-inch iPhone SE has taken a 16 percent share of the overall United States iPhone market in its launch quarter, according to new survey data shared by Consumer Intelligence Research Partners and UBS analyst Steven Milunovich. The data shows that the iPhone SE has been successful in "flushing out" older phones, with 26 percent of iPhone buyers in the quarter moving up from an iPhone 4s, up from 16 percent in the previous quarter.
The strong entry of the iPhone SE naturally came at the expense of Apple's other phones in model share, with the iPhone SE helping to prop up overall iPhone sales as the other models begin showing their age by serving as an enticing upgrade option for more frugal customers and those unwilling to upgrade to a larger screen.
The percentage of plus models sold fell by 6 points in the June quarter following a 9 point increase in March. The success of the iPhone SE could demonstrate pent-up demand for a smaller screen and price sensitivity in the installed base.
In the same vein, CIRP's data points to a slight shift towards the preference of lower storage capacities across every model in the iPhone family, as more frugal-minded consumers enter the market at the end of the current iPhone cycle. Although the research firm has seen a slow uptick in higher storage options over the last three quarters (62 percent of iPhone buyers opted for higher capacities in the March quarter, increasing 11 percent year-over-year), compared to the year-ago quarter average storage per smartphone dropped a total of 10 percent. The iPhone SE with only 16 GB and 64 GB options undoubtedly contributed to this decrease.
Close speculation has surrounded not only the current iPhone sales numbers, but the prediction of how well the iPhone 7 will do come September as Apple tries to regain momentum following the first year-over-year decline in revenue since 2003 and first ever year-over-year decline in iPhone sales. Concerns over potential "lack of innovation" is at the root of some doom-and-gloom sales predictions, although, as CIRP corroborated today, Apple has continued to ramp up production of the iPhone SE in the wake of "very strong" demand.
Apple is expected to unveil the iPhone 17 series on Tuesday, September 9, and last-minute rumors about the devices continue to surface.
The latest info comes from a leaker known as Majin Bu, who has shared alleged images of Apple's Clear Case for the iPhone 17 Pro and Pro Max, or at least replicas.
Image Credit: @MajinBuOfficial
The images show three alleged changes compared to Apple's iP...
Thursday August 28, 2025 4:08 am PDT by Tim Hardwick
An iPhone 17 announcement is a dead cert for September 2025 – Apple has already sent out invites for an "Awe dropping" event on Tuesday, September 9 at the Apple Park campus in Cupertino, California. The timing follows Apple's trend of introducing new iPhone models annually in the fall.
At the event, Apple is expected to unveil its new-generation iPhone 17, an all-new ultra-thin iPhone 17...
Monday September 1, 2025 4:35 am PDT by Tim Hardwick
Apple will launch its new iPhone 17 series this month, and the iPhone 17 Pro models are expected to get a new design for the rear casing and the camera area. But more significant changes to the lineup are not expected until next year, when the iPhone 18 models arrive.
If you're thinking of trading in your iPhone for this year's latest, consider the following features rumored to be coming to...
Friday August 29, 2025 4:54 am PDT by Tim Hardwick
Apple and Samsung have reportedly issued cease-and-desist notices to Xiaomi in India for an ad campaign that directly compares the rivals' devices to Xiaomi's products. The two companies have threatened the Chinese vendor with legal action, calling the ads "disparaging."
Ads have appeared in local print media and on social media that take pot shots at the competitors' premium offerings. One...
Apple is preparing to release iOS 18.7 for compatible iPhone models, according to evidence of the update in the MacRumors visitor logs.
We expect iOS 18.7 to be released in September, alongside iOS 26. The update will likely include fixes for security vulnerabilities, but little else.
iOS 18.7 will be one of the final updates ever released for the iPhone XS, iPhone XS Max, and iPhone XR,...
Another hint has surfaced that Apple is preparing to eliminate the physical SIM card tray from iPhones in more countries this year.
In particular, a source familiar with the matter has informed MacRumors that retail employees at Apple Authorized Resellers in the EU are required to complete a training course related to iPhones with eSIM support by Friday, September 5. There are 27 countries...
Biggest design overhaul since iOS 7 with Liquid Glass, plus new Apple Intelligence features and improvements to Messages, Phone, Safari, Shortcuts, and more. Developer beta available now ahead of public beta in July.
Close speculation has surrounded not only the current iPhone sales numbers, but the prediction of how well the iPhone 7 will do come September as Apple tries to regain momentum following the first year-over-year decline in revenue since 2003 and first ever year-over-year decline in iPhone sales. Concerns over potential "lack of innovation" is at the root of some doom-and-gloom sales predictions, although, as CIRP corroborated today, Apple has continued to ramp up production of the iPhone SE in the wake of "very strong" demand.
