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iPad Air Models Continue to Dominate

Consumer Intelligence Research Partners (CIRP) released analysis of the results from its research on Apple, Inc. (NASDAQ:AAPL) for the fiscal quarter that ended June 27, 2015.

In the quarter, newer iPhone 6 and 6 Plus models increased their share, with iPhone 6 Plus doing especially well. iPad Air models dominate the Apple tablet product line, with two-thirds of total sales. Following the launch of Apple Watch in the quarter, CIRP did not have a sufficient sample to analyze consumer behavior, although the available data suggests that the Apple Watch Sport model accounted for almost all Apple Watch sales.

CIRP finds that the iPhone 6 Plus improved its share of US iPhone sales, increasing to 29% in the quarter, up from 22% in the first quarter of 2015. The iPhone 6 held relatively steady at 53%, down slightly from 56% in the first quarter. The legacy iPhone 5S and 5C continued to lose share to these newer models (Chart 1).

Chart 1: iPhone Models US Sales Mix, Second Quarter 2014 and 2015

The iPhone 6 Plus sold especially well in the quarter, accounting for the same share as in the December 2014 quarter, after its initial launch. Consumers seem to have become comfortable with the much larger screen. The iPhone 6 Plus is no longer such a novelty, especially compared to the iPhone 6 instead of the smaller legacy iPhone models.

The full-size iPad Air models continued to dominate sales of Apple tablets. Together the one-year old iPad Air and newer iPad Air 2 accounted for 63% of all iPad sales in the quarter (see Chart 2), compared to 56% in the March 2015 quarter.

Chart 2: iPad Models US Sales Mix, Second Quarter 2014 and 2015

The iPad sales mix has settled into a predictable pattern. The full-size models account for almost two-thirds of sales, though this quarter saw a lower percentage of customers opting for the newest, flagship model than in the same quarter last year. The smaller iPad Mini, now with three models, continues to capture about one-third of total sales, again with the top model share down over last year.

CIRP surveyed customers about the new Apple Watch, and did not have a sufficient sample for analysis. Based on the available data, it appears that the lowest-price model, Apple Watch Sport, accounts for almost all Apple Watch sales.

CIRP bases its findings on its survey of 500 US Apple customers, surveyed from June 27-July 8, 2015, that purchased an iPhone, iPad, or Mac in the US in April-June 2015 period. For additional information, please contact CIRP.