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Last autumn, Apple (NASDAQ: AAPL) launched three iPhones: iPhone XS, iPhone XS Max and iPhone XR. The iPhone XS was a direct upgrade from the popular (and expensive) iPhone X, while the iPhone XS Max represented a larger screen version of the iPhone XS. The iPhone XR, however, was a new product, offering the same basic design language as the iPhone XS and the iPhone XS Max, but with a number of modifications and compromises allowing Apple to sell it at a more current price.
Not surprisingly, analysts at Consumer Intelligence Research Partners (CIRP) found that during the March quarter, the iPhone XR totally dominated iPhone sales in the United States. Let's take a closer look at the data and what they could report for Apple's iPhone sector in the next production cycle.
Source of the image: Apple.
Solid clues for iPhone XR, iPhone XS Max
According to CIRP data, the iPhone XR accounted for 38% of iPhone sales in the United States in March, surpassing sales of all other iPhone models. Intuitively, that makes sense. The iPhone XR is one of the latest Apple iPhones. It incorporates the latest technologies from the company, such as the A12 Bionic processor and (most of) its latest innovations in camera. These factors, associated with the modern all-screen design and relatively large screen size (consumers seem to prefer larger and larger screens), mean that the iPhone XR represents the "ideal point" of the current range of iPhone.
What's also interesting is that the second best-selling iPhone model was the company's most upscale model, the iPhone XS Max. This seems to reinforce the thesis that consumers value larger screens. Indeed, the standard iPhone XS was the lowest-selling device in the range, according to CIRP data, according to a previous version of its report.
The iPhone XS seems to be particularly cluttered because it costs more than the iPhone XR but its screen is smaller than that of its cheaper brother. Apple should keep the current display sizes of the range it will launch probably in September, but the rumor suggests that Apple would be rethinking the screen sizes for its range of iPhone 2020.
Look to the front
In the course of the year, Apple is expected to launch a new trio of iPhone that will share roughly the same form factors as the current latest models. The main improvements, according to the famous analyst TF International Securities' Ming-Chi Kuo, will consist of a number of camera upgrades (iPhone XS and iPhone XS Max replacements will likely have three rear cameras, while the successor of the iPhone XR should come equipped with two rear cameras) as well as improvements in battery capacity.
In terms of relative mix, it seems reasonable to hope that the successors of the iPhone XS and iPhone XS Max will improve somewhat compared to their predecessors due to the novelty of the triple-sided camera systems. However, given the popularity of the iPhone XR even with its single-camera system, my intuition tells me that the mix in the United States will not change dramatically with this year's iPhone lineup. (This claim may not be true in other countries, such as Greater China, where Apple's competitors seem eager to increase the number of their targets.)
A slightly richer iPhone mix in the United States could have a significant positive impact on the company's overall iPhone business. Although this does not change the game, every little advantage, especially given the relatively disappointing performance of the iPhone sector on the Apple market, has been beneficial.
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