Apple doesn’t report sales numbers anymore, but analysts estimate the company sells hundreds of millions of new iPhones every year. While many 9to5Mac readers may buy new models for features like camera upgrades or Apple Intelligence, new data reveals very different motivations for the vast majority of buyers.
iPhone sales are driven by broken, malfunctioning phones far more than anything else
CIRP has just published a new report offering insights into what prompts new iPhone purchases.
And despite how much money and effort Apple pours into promoting new iPhones, developing new features, and the like, it seems that’s only driving a small percentage of sales.
Michael Levin and Josh Lowitz write:
40% of buyers indicate they purchased their new iPhone because of a problem with their old one. It still functioned, but experienced slow performance or had a damaged display, diminished battery life, or otherwise proved disappointing. Another 27% replaced a phone that was completely inoperable or was lost or stolen.
Only 13% of US iPhone buyers reported upgrading specifically to take advantage of new features: better camera, improved display, or enhanced performance. Some of these included Android switchers that wanted to communicate better with iOS users.
The full chart is included below:
9to5Mac’s Take
Top comment by Throwback
I'm not surprised by the results. The vast majority of iPhone buyers (phone buyers in general) are not tech nerds. They don't read 9to5mac, iPhones are an appliance that serves a purpose. An important purpose, but a purpose. To those folks iPhones aren't a hobby, they are a device to serve their needs, so they get a new one when the current one no longer serves their needs.
In some ways, CIRP’s data shouldn’t be surprising. Of course people buy iPhones because their old ones aren’t working right.
But what I do find surprising is just how small the share of people buying for new features is. And as the report points out, that 13% even includes Android switchers who want the benefits of iMessage.
13% of the hundreds of millions of iPhones sold each year is still somewhat significant, I suppose. But when compared to all the other reasons people buy iPhones, it seems shockingly low.
What do you think of this iPhone sales data? Have any takeaways? Let us know in the comments.
Best iPhone accessories
- AirPods Pro 2 (now only $169, down from $249)
- MagSafe Car Mount for iPhone
- HomeKit smart plug 4-pack
- 10-year AirTag battery case 2-pack
- 100W USB-C power adapter for fast charging
FTC: We use income earning auto affiliate links. More.
Comments