Apple iPhone 5S, iPad Air Still Outperform

Maintains Strong Share of Total US Sales

Consumer Intelligence Research Partners (CIRP), today released analysis of the results from its research on Apple, Inc. (NASDAQ:AAPL) for the calendar quarter that ended June 30, 2014. CIRP finds that the flagship iPhone 5S and iPad Air continue to outperform other models. Each accounts for a higher share of sales than similar models from a year ago.

The flagship iPhone 5S accounted for 62% of total iPhone sales in the quarter, relative to 52% for the iPhone 5 in the year-ago April-June 2013 quarter (see Chart 1).

Chart 1: iPhone Models

Once again, Apple's premium iPhone 5S sold well in the quarter. It appears that in the US, Apple sells the 5S model at the expense of the iPhone 5C, which continues to sell much slower than the similarly- priced iPhone 4S in the same quarter last year. The entry-level 'free' or subsidized price point maintains its 16-18% of iPhone sales.

The iPad Air also continued to dominate sales of iPad tablets. It accounted for 52% of all iPad sales in the quarter (see Chart 2).

Chart 2: iPad Models

Relative to earlier flagship iPad models, the new iPad Air captured much greater share. The comparable flagship tablet last year, the iPad with Retina, accounted for less than a third of sales, while the iPad Air has over half. The small format iPads held their own at more than a third of sales, adding the higher-priced iPad Mini with Retina to the product mix. The $399 full size iPad with Retina seems to be stuck in the middle, at only 10% of sales.

CIRP bases its findings on its survey of 500 US Apple customers, surveyed from June 28-July 13, 2014, that purchased an iPhone, iPad, or Mac in the US in April-June 2014.

For additional information, please contact CIRP.