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iPhone ASPs Up, iPad ASPs Down In Q4, Survey Finds

Chicago – Consumer Intelligence Research Partners (CIRP) sees iPhone average selling prices (ASPs) rising in last year’s fourth quarter and iPad ASPs falling based on the purchasing patterns it uncoverd in a consumer survey.

The new iPhone 6 and 6 Plus models, launched late in the third quarter, accounted for three-quarters of all iPhones sold in the fourth quarter, CIRP found (see chart 1). The iPhone 6 accounted for 45 percent of iPhone sales, with the more expensive iPhone 6 Plus accounting for 30 percent, CIRP said.

“Apple introduced a new higher price point with the iPhone 6 Plus, and with new pricing sold more units at higher storage capacities,” said CIRP partner Josh Lowitz. “We expect the average selling price to increase nicely when they report earnings on January 27.”

In the iPad market, “with Wi-Fi-only units at well over half of sales, and sales of lower storage capacities increasing somewhat, we expect average selling price to decrease compared to earlier quarters,” said partner Mike Levin.

The one-year-old iPad Air and recently released iPad Air 2 accounted for 50 percent of all iPad sales in the fourth quarter, CIRP said. The smaller and less expensive iPad Mini, available in three models, accounted for less than a third of sales, down from more than 40 percent in the year-ago quarter, CIRP said. The iPad Mini 3, “with only modest changes from the iPad Mini 2 and a $100 price premium,” won only 6 percent of iPad sales.

“Last year’s dominant iPad Air continued to sell well, and after the launch of the Air 2 in the middle of the quarter, together they account for half of iPad U.S. unit sales” said Levin.

CIRP based its findings on its survey of 500 U.S. consumers who purchased an iPhone, iPad or Mac.

They were surveyed from Dec. 28 through Jan. 5.