Apple ’s share of new smartphone activations just hit a six-year low as a percentage of new sales in the U.S., according to research firm Consumer Intelligence Research Partners . Apple is now capturing only 33% of new sales, according to the report, a fraction it hasn’t seen since 2018.
Apple tends to introduce new iPhones around September, which positions them very well for the big Christmas shopping season. The iPhone 14on September 12 of 2023. That naturally tends to concentrate new activations in the fourth calendar quarter and first calendar quarter of sequential years: people are getting their shiny new toys.
That said, if Apple’s iPhone sales percentage is the lowest it’s been in six years as CIRP data suggests, that’s obviously a change, and not an ideal one for Apple. One factor CIRP highlights is that the pace of innovation has slowed: the “rapid escalation of features” has slowed, the analysts say.
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