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Apple's Equipment Ecosystem

07/03/2014 12:40 pm ET | Updated Sep 02, 2014

Apple Can Sell More Products to Its Own Customers
43% of Apple Buyers Own Only One Device

Consumer Intelligence Research Partners (CIRP) released analysis of the results from its research on Apple, Inc. (NASDAQ:AAPL).

CIRP data suggests that recent Apple product buyers own fewer other Apple devices than one might expect.

Ownership of a given device seems to have less impact on ownership of another device, than the other device itself. About 60% of iPad and Mac buyers own an iPhone; just under half of iPhone and Mac buyers own iPads; and about one quarter of iPhone and iPad buyers own Macs (see table).

iPhone, iPad, and Mac ownership
2014-07-03-table.jpg

These product pair percentages seem to correlate with price and overall market penetration. Owners of a Mac, iPad, or iPhone are more likely to own another of those devices than the population at large, but overall 43% of Apple buyers own only one of the three major devices.

CIRP also compared iPhone, iPad, and Mac ownership to ownership of comparable competitive products. iPhone and iPad tend to dominate these other products, while Mac has a less favorable market position. iPad and Mac buyers own iPhones at about twice the rate that they own Android phones (Chart 1). Among iPhone and Mac buyers, almost half own an iPad, while about a quarter own another tablet such as an Android tablet or Kindle Fire (Chart 2). Both iPhone and iPad buyers own PCs much more than they do Macs (Chart 3).

Chart 1: iPhone and Android Phone Ownership
2014-07-03-chart1.jpg

Chart 2: iPad and Other Tablet Ownership
2014-07-03-chart2.jpg

Chart 3: Mac and PC Ownership
2014-07-03-chart3.jpg


When Apple observers talk about the Apple "ecosystem" they tend to refer to how hardware ownership promotes other software, accessory, and content purchases. Apple remains largely a hardware manufacturer, though. And, it doesn't sell as many additional devices to existing customers as it probably could.

CIRP bases this analysis on our surveys of Apple product buyers, covering US 3,800 subjects that purchased one or more of an iPhone, iPad, or Mac computer from July 2012-March 2014.

For additional information, please contact CIRP.

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