How many iPhones did Apple sell last quarter (FQ4 2018)

And at what average selling price (ASP)?

The unit sales estimates of the 18 analysts I’ve heard from so far—9 Wall Street pros and 9 independents—range from 46 million to 49.6 million, with an average of 47.9 million. Average selling prices (ASPs) range from $709 to $800, with an average estimated ASP of $746.

In other words, unit sales up single digits (2.7%), ASPs up more than 20%.

To put those numbers in context, check out the interactive charts below. Click on the second column to see the year-over-year growth (or shrinkage). Not seeing the first chart? Click here.

Not seeing the second chart? Click here.

Below: The individual analysts estimates, pros in blue, indies in green.

iPhone units asp q4 2018

Click to enlarge.

We’ll find out who was closest to the mark when Apple reports its earnings next Thursday, Nov. 1, about 30 minutes after the closing bell.


  1. Gregg Thurman said:
    I’m having a hard time understanding the logic behind ASP estimates below $750.

    Apple introduced six new iPhone models, all of which were available in the September quarter, with a price range from $999 to $1,499. September quarter 2017 had an ASP for that quarter of $618, $391 to $881 lower than the price structure of the new models. Granted the new models were only available for nine of ninety-one days of the quarter, but the significantly higher pricing of these models would have an outsized impact on ASP, especially considering the demand for the most expensive iPhone Xs Max models.

    If that wasn’t enough upward pressure now factor in the impact of iPhone 8s priced $50 higher than the equivalent iPhone 7s they replaced in the lineup, and the unavailability of the bottom end iPhone SE.

    As PED says, we’ll find out soon enough, then watch December quarter’s iPhone ASP. I think it’s going to jump to $960.

    October 24, 2018
  2. Gregg Thurman said:
    Stopped by my local Apple Store late this afternoon for an Apple Watch session. Spoke with a manager I’ve known since she was a Rep about seven years ago.

    She tells me that the iPhone Xs Max 256 GB is the best selling iPhone and, in a surprise for me, the Gold Stainless Steel Apple Watch w/Milanese loop is the best selling Apple Watch.

    While I was waiting for the session to start I overheard a rep tell a customer waffling between iMacs that if the customer wasn’t in a hurry he should consider waiting until next week.

    I asked my manager friend if they had been trained on any new products lately. She says training won’t occur until day of announcement and in the meantime nobody knows what is going to be announced.

    I’m told activity in the store is higher this month than it was last October. It was certainly busy while I was there.

    October 24, 2018

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