iPhone Base Models Remain Best-Sellers Despite Pro Max Appeal

Apple's base model iPhones have collectively accounted for 42% of its smartphone sales this year, but iPhone Pro Max devices stand as the best-selling individual model, according to new data from Consumer Intelligence Research Partners (CIRP).

iphone 16 pro pro max
The report reveals an interesting sales distribution across Apple's iPhone lineup, but the data needs to be interpreted carefully owing to Apple's tiered product strategy. That's because the company sells several generations of base model iPhones simultaneously at different price points, but it only ever offers a single (current) generation of Pro and Pro Max models.

In effect, this means the base model's 42% share represents combined sales across multiple iPhone generations.

Looking at individual models, the iPhone Pro Max captures 26% of sales, followed by the Pro at 19% and Plus models at 13%. The Plus model's performance is particularly notable given that it replaced the smaller iPhone mini in 2022 and has since exceeded its predecessor's market share.

Also notable is that the findings demonstrate a clear shift in consumer preferences toward larger displays. When Apple introduced its first Plus-sized iPhone in 2014, the iPhone 6 Plus, many questioned whether consumers would embrace larger phones. And yet today, the combined share of Plus and Pro Max models accounts for 39% of iPhone sales.

cirp iphone model types sales
CIRP's analysis also highlights the financial impact of larger models. Both Plus and Pro Max variants contribute significantly to iPhone's average selling price and gross margins, commanding higher prices than their standard-sized counterparts despite sharing similar internal components. Note that these figures exclude sales of Apple's entry-level iPhone SE.

The findings suggest Apple has successfully diversified its iPhone lineup to appeal to different user preferences and price points, while maintaining strong sales across all size categories. As CIRP puts it, Apple's "jumbo phone experiment" has turned out to be a success. However, where Apple's rumored slimmer but not necessarily bigger iPhone 17 "Air" model will fit into this strategy next year remains to be seen.

Tag: CIRP

Popular Stories

ios 18 4 carplay

Apple Upgrades CarPlay in Two Ways

Wednesday March 12, 2025 6:05 am PDT by
The upcoming iOS 18.4 update for the iPhone includes a smaller but meaningful improvement for Apple's in-car iPhone mirroring system CarPlay. Specifically, CarPlay now shows a third row of icons, up from two rows previously. However, this change is only visible in vehicles with a larger center display. For example, a MacRumors Forums member noticed the change in a Toyota Tundra with a...
Apple More Personal Siri Ad

John Gruber Says 'Something is Rotten' at Apple

Wednesday March 12, 2025 7:39 pm PDT by
Daring Fireball's John Gruber today shared some strongly-worded comments about Apple's delayed personalized Siri features. Gruber is a well-known Apple pundit who has been writing about the company for more than two decades. In a blog post titled "Something Is Rotten in the State of Cupertino," Gruber said Apple's credibility has been "damaged" by the delay:Keynote by keynote, product by...
airpods pro 2 gradient

AirPods Pro 3 Launch Now Just Months Away: Here's What We Know

Tuesday March 11, 2025 3:26 am PDT by
Despite being released over two years ago, Apple's AirPods Pro 2 continue to dominate the wireless earbud market. However, with the AirPods Pro 3 expected to launch in 2025, anyone thinking of buying Apple's premium earbuds may be wondering if the next generation is worth holding out for. Apart from their audio and noise-canceling performance, which are generally regarded as excellent for...
Apple Maps vs Google Maps Feature

iOS 18.4 Adds a Highly-Requested Setting to iPhones — But Not in U.S.

Wednesday March 12, 2025 1:05 pm PDT by
iPhones are finally getting a much-requested setting, but availability is limited. The upcoming iOS 18.4 update introduces an option to set a default navigation app, other than Apple Maps, but unfortunately this new setting is limited to users in the EU. There, you can now set an app like Google Maps or Waze as your default navigation app on the iPhone by opening the Settings app and tapping ...
iphone 17 pro asherdipps

iPhone 17 Pro Max Rumors Allegedly Refer to 'iPhone 17 Ultra' Model

Friday March 14, 2025 7:56 am PDT by
If you've been following iPhone rumors over the last few years, you may remember reading reports that Apple flirted with the idea of introducing a super high-end "Ultra" model that would either replace its Pro Max device or sit above it in Apple's smartphone hirearchy. These reports appeared in the pre-launch iPhone 15 and iPhone 16 rumor cycles, but ultimately came to nothing. Now though, the...
iPhone 17 Pro Render Front Page Tech

iPhone 17 Pro Machined Parts Leak Reflects Camera Redesign Rumors

Thursday March 13, 2025 3:07 am PDT by
Apple's upcoming iPhone 17 Pro models are expected to feature a significant design overhaul, and a new image apparently taken on an assembly line for the unreleased devices appears to confirm the biggest rumored change. Render of an iPhone 17 Pro model shared by Jon Prosser The iPhone 17 Pro and iPhone 17 Pro Max are rumored to adopt a horizontal camera bar reminiscent of Google's Pixel...
Generic iOS 19 Feature Mock Light

iOS 19 Will Bring Biggest Design Overhaul Since iOS 7

Monday March 10, 2025 12:17 pm PDT by
Apple is planning for a major design overhaul of the iPhone, iPad, and Mac interfaces with the introduction of iOS 19, iPadOS 19, and macOS 16 later this year, reports Bloomberg. The update will "fundamentally change" the look of Apple's operating system, introducing a more consistent cross-platform experience. Apple plans to update the style of icons, menus, apps, windows, and system...
Sad Siri Feature

Kuo: Apple Knows Apple Intelligence is 'Underwhelming' and Won't Drive iPhone Upgrades

Thursday March 13, 2025 9:32 am PDT by
The Apple Intelligence features that Apple introduced with iOS 18 are not pushing people to upgrade their iPhones, Apple analyst Ming-Chi Kuo reiterated today. Apple's recent Siri failures are also going to have an impact on 2025 iPhone shipments, which the market is beginning to realize. As early as last July, Kuo said expectations that Apple Intelligence could drive iPhone upgrades were...
Sad Siri Feature

Kuo: Cook Should Personally Address Siri Apple Intelligence Failure

Thursday March 13, 2025 4:02 pm PDT by
Apple made a major misstep with the way that it handled the delay of Apple Intelligence features for Siri, Apple analyst Ming-Chi Kuo said today. Announcing the delay through a press statement was a bad decision, and Apple should instead have gone through official channels. Kuo referenced the well-known "Antennagate" PR crisis when the iPhone 4 launched in 2010, and the way that then Apple...

Top Rated Comments

Heat_Fan89 Avatar
16 weeks ago
My iPhone 13 does all I need it to do. I don't feel the need to upgrade yet and when I do it's going to be another base model iPhone.
Score: 10 Votes (Like | Disagree)
iZac Avatar
16 weeks ago
So in 2022 when the mini was a viable option, 1 in 14 people bought it? And how many million iPhones did they sell that year?

EDIT: apparently it was estimated at 232 million ('https://www.statista.com/statistics/276306/global-apple-iphone-sales-since-fiscal-year-2007/'), so that's like 16 million iPhone minis in 2022. I know these are guesses on top of guesses but *ahhh* it just makes me sad.
Score: 7 Votes (Like | Disagree)
applepotato666 Avatar
16 weeks ago

Sure, lower priced base models remain king, but it’s impressive how many people still opt for the expensive options seeing how close in features they are these days.

The “Air” model remains a big question mark, strategy-wise.
Most Pro buyers I know don’t buy the Pro for the features but for the moniker and appearance. The most the regular customer cares about is that it has the 3 cameras on the back, they don’t know what the third one does though. I prefer the design of the regular ones and especially the weight so they’ve always been my pick.
Score: 7 Votes (Like | Disagree)
tonmischa Avatar
16 weeks ago
Please dont forget, that the 12 Mini sales were cannibalized by the SE 2 that was released 6 months before.

After 4 years without a "smaller phone" a lot of people jumped on the SE 2 and therefore did not buy the Mini six months later.
Score: 7 Votes (Like | Disagree)
Heat_Fan89 Avatar
16 weeks ago
Why should anyone be surprised by this? Is it because we have reached Smartphone innovation and everything now are pretty much incremental upgrades or that the base models are generations better than what they are currently using? Could it be that the consumer is cash strapped and are buying the cheapest they could get by with? It's no different in our current economic environment where shoppers are buying more store and generic brands vs the national brands.
Score: 7 Votes (Like | Disagree)
mcilwraith Avatar
16 weeks ago
i consider myself pretty tech savvy. i went for the 16" Macbook pro. but the base iPhone is always enough for me. do i need a massive screen? no, i have an iPad. do i need a 120 Hz display? Nah, not on my phone. a base iPhone 16 is more than good enough for 90% of people. its a phone!
Score: 6 Votes (Like | Disagree)