CIRP: The proportion of iPhone users in the United States who purchase iPhones from direct stores has dropped to 11%

According to foreign media reports, a new research report shows that more American consumers are choosing to buy iPhones from third-party retailers rather than Apple direct stores, a trend that may cut into Apple's profit margins.

According to market research firm Consumer Intelligence Research Partners (CIRP), only 11% of iPhone buyers in the U.S. bought their iPhones from Apple stores in 2015, compared to 16% two years ago. In 2015, 76% of iPhone buyers in the U.S. bought their iPhones from wireless carriers' stores and websites, compared to 65% two years ago. The rest bought their iPhones from other retailers, such as Best Buy Co.

This change is not good news for Apple.

"Apple can earn higher profits selling directly than through third parties, because Apple has to give third parties a cut of the sales," said Jan Dawson, a technology analyst at Jackdaw Research LLC. Apple can also better control the consumer experience in its own stores. But Dawson believes that in stores that sell smartphones similar to the iPhone but at a lower price, consumers who want to buy an iPhone may often end up choosing non-Apple products.

Analysts say the situation has had little impact on Apple's financial results. Apple's iPhone sales in 2015 increased by about 50 percent compared with 2013, indicating that the number of phones purchased from Apple stores has increased, although the growth is not as fast as from third parties. But some analysts believe that Apple has benefited overall from the wide distribution network of its products. iPhone buyers have abandoned Apple stores and chosen to buy iPhones from wireless carriers because wireless carriers have offered faster upgrades in the past and provided more installment plans and leasing options. For example, Sprint Corp. offers a trade-in program for iPhone 6s to replace old iPhones for only $1 per month. T-Mobile also offers a similar program for only $5 per month.

Apple launched its own iPhone leasing program last September, with a base fee of $32 per month for a 16GB iPhone 6s, which includes its AppleCare+ protection service.

In addition, wireless carriers' stores are becoming more popular places to buy iPads because these carriers offer attractive data plans for tablets. According to CIRP research data, 18% of iPads sold in the United States in 2015 were sold by carriers, compared with only 6% two years ago. Last year, 23% of iPads sold in the United States were sold from Apple stores, which remained stable. The growth in carriers' share came mainly from Best Buy and Amazon.

Apple stores still dominate Mac sales, accounting for 44% of Mac purchases by U.S. consumers last year, and 20% of total Mac sales last year were completed at Best Buy. Analysts say the small number of Apple stores - just 267 in the United States - compared with the thousands of wireless carrier sales networks means that many consumers living outside major cities will continue to buy devices from third parties.

There are other troubling signs for Apple. General Growth Properties, a supermarket operator, said Apple stores had disappointing sales during the holiday season. Sandeep Mathrani, CEO of the supermarket operator, told analysts in February that the supermarket grew in almost every retail category in the fourth quarter of last year, except for electronics, mainly because of Apple. Apple rarely releases internal information to the public, but the CIRP research report provides a rare glimpse into Apple's retail business. Apple recently stopped providing revenue figures from its retail business in its quarterly earnings reports.

Apple opened its first direct retail store in 2001. Unlike other electronics retail stores, these stores were originally used to display Apple's Mac computers. Now, these stores have become the physical embodiment of Apple's desire to convey its products - fashion, comfort and one-stop service. CIRP co-founder Michael Levin estimates that about two-thirds of Apple's U.S. retail store sales come from offline sales in these physical stores, and one-third comes from online sales.

Since Apple appointed former Burberry Group PLC CEO Angela Ahrendts as its retail chief executive in 2014, new Apple stores have continued to open, especially in China and other emerging markets. Ahrendts is also seeking to integrate Apple's online and offline physical sales operations, such as allowing consumers to more conveniently choose to buy online or in physical stores.

Now, Apple is also offering more prime shelf space for its own accessories.