The percentage of U.S. iPhone purchasers who bought directly from Apple fell to 11% in 2015 from 16% two years earlier, while carrier stores and carrier web sites increased their share to 76% from 65%.
“More U.S. consumers are buying iPhones from carriers’ web sites and stores instead of directly from Apple Inc., a shift that could cut into the tech giant’s wide profit margins. Consumer Intelligence Research Partners said 11% of U.S. iPhone buyers purchased phones directly from Apple in 2015, down from 16% two years earlier.”
