CIRP: Although Apple's entry-level iPhone accounts for less than 20% of its internal sales, its single-unit sales still exceed most competitors

Apple's low-priced iPhone models may seem watered down at first glance, but they still outperform almost every other competitor in the smartphone market. A recent report from Consumer Intelligence Research Partners (CIRP) said that Apple's low-end phones, such as the discontinued iPhone mini and SE models, have long struggled, accounting for less than 20% of sales in the iPhone lineup, and even falling to just 5% for some models.

The firm believes that the iPhone 16e also faces an uncertain market outlook as it replaces the affordable SE model at a higher price point.

However, focusing only on internal percentages can be misleading. In 2023, Apple's iPhone 14 unit sales accounted for 19% of total iPhone sales, exceeding the entire smartphone lineups of competitors such as Google.

In contrast, Google’s Pixel series rarely appears in the top ten or even top five global rankings. It can’t even match Apple’s most average models. For example, the company’s share of the US smartphone shipment market remained at 3% in 2023-2024. But that’s not enough to enter the top five. Instead, Google was relegated to “Others”.

Apple’s least popular model outsells many of its rivals’ flagship phones. In 2022, eight of the world’s top 10 best-selling smartphones were iPhones. This trend will continue through 2025.

iPhone model market share in each quarter. Image source: CIRP

In the Chinese market, Lenovo, through its subsidiary Motorola, accounted for 10% of the US smartphone market in the fourth quarter of 2024. However, vivo accounted for 18% of China's smartphone shipments in the fourth quarter of 2024, ranking first.

Apple doesn’t need its entry-level models to dominate internally to remain commercially successful. The company’s scale ensures that even lower-volume devices achieve sales that competitors can only dream of.

While CIRP suggests that Apple is struggling to effectively market its entry-level phones, the broader picture doesn’t hold up. Apple’s entry-level products not only hold their own, but often outsell the best offerings from other smartphone makers.