CIRP: Apple’s iPhone ASP in US rose $64 to record $873

From “Launch of iPhone 12 Models, Services Propel Apple” posted Friday by Consumer Intelligence Research Partners:

CIRP finds that the new iPhone 12 models (12, 12 Pro, 12 Pro Max, and 12 mini) accounted for 56% of US iPhone sales in the quarter. iPhone 12 and iPhone 12 Pro Max had the largest share for a single model, at 17% each (Chart 1). The model mix resulted in a US Weighted Average Retail Price (US-WARP) of $873 for the quarter, compared to $809 for the December 2019 quarter.

apple iphone ASP record

CIRP also finds that in the Services segment, Apple improved penetration among the various services that we track. Paid iCloud storage, Apple TV, and Apple Music streaming services each improved penetration among customers that purchased an Apple product in the quarter. Other services maintained penetration relative to the December 2019 quarter (Chart 2).

apple iphone ASP record

METHODOLOGY: CIRP bases its findings on its survey of 500 US Apple customers that purchased an iPhone, iPad, Mac computer, or Apple Watch in the October-December 2020 period.

My take: Bodes well for next week’s earnings report.


  1. Fred Stein said:
    Like Toby the Tiger says, “grrrreat”.

    Love the 12 Pro Max share, which surely includes the higher priced storage options.

    Plus this appeals to gamers, which means, not just more App sales, but a demographic who will buy Apple products for decades.

    Ola Senior Hall, despiertate, por favor. Es grande, no?

    January 22, 2021
  2. Dan Scropos said:
    This boosts my earnings expectation just north of $1.60.

    January 22, 2021
  3. Gregg Thurman said:
    Those 11s, like the 6S before it, will be around for a long time.

    January 22, 2021
  4. Robert Paul Leitao said:
    Apple continues to benefit from pandemic-related purchases of Macs, iPhones and iPads. The introduction of the iPhone 12 series handsets with advanced display technologies and 5G connectivity adds to the value proposition of this model year’s flagship handsets. I’m hopeful during next week’s conference call management will provide qualitative as well as quantitative commentary on Apple One adoption.

    January 22, 2021
  5. bas flik said:
    i did a little research in my internetshop in the netherlands.
    i compared selling price samsung and apple and sales

    with n>10.000
    Q4 2019
    sales ratio apple/samsung was 1,38
    avg purchase price Samsung 512 euro
    avg purchase price Apple 663,63 euro

    Q4 2020
    sales ratio apple/samsung was 2
    avg purchase price Samsung 640 euro = 25% increase
    avg purchase price Apple 769 euro = 16% increase
    we sold 40% more iphones Q4 2020 than Q4 2019
    we sold 6,5% less Samsung.

    Given n> 10.000 and a full quarter period statistical quite sound numbers

    my conclusion: Samsung is in big problems. They can not compete anymore with high prices. Also S21 introduction lacks tractiion.
    If Apple can continue this steamroller path i see 200 already on the horizon.

    January 22, 2021
    • John Butt said:
      Thank you Bas, some real information from a reliable source that is likely to be fully representative of the Netherlands. Fashion is a strange beast, however in countries where Apple is not so fashionable, this data demonstrates a driver that is likely to be universal.

      January 22, 2021
    • Miguel Ancira said:

      Incredibly interesting numbers.

      This speaks to a lot of countries where AAPL is not number one….yet

      January 22, 2021

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