iPad Pro Takes Share from iPad mini
Consumer Intelligence Research Partners (CIRP) released analysis of the results from its research on Apple, Inc. (NASDAQ:AAPL) for the fiscal quarter that ended March 26, 2015.
The March 2016 fiscal quarter represents the second full quarter after the launch of the iPhone 6s and 6s Plus models. These flagship models saw an increased share of iPhones sold, relative to the December 2015 quarter, yet did not have as high as share as the iPhone 6 and 6 Plus models did in the March 2015 quarter. Also, the large format iPad Pro accounted for 20% of all iPad sales, taking share proportionally from the smaller iPad mini and now mid-size iPad Air.
CIRP finds that the new iPhone 6s and 6s Plus accounted for 61% of total US iPhone sales, with iPhone 6s at 43% and iPhone 6s Plus at 28% (Chart 1). In the March 2015 quarter, iPhone 6 and 6 Plus accounted for 78% of total US iPhone sales, with 22% iPhone 6 Plus.
Chart 1: iPhone Models US Sales Mix, Fiscal Quarters
The complete dominance of the iPhone 6/6 Plus and 6S/6S Plus form factors is clear, with only 6% of US buyers picking the smaller format iPhone 5S in the quarter. Interestingly, as Apple launches the 4-inch screen iPhone SE, the large format Plus models continue to gain share. In the March 2015 quarter, the iPhone 6 Plus accounted for 22% of sales, and this quarter the flagship iPhone 6S Plus garnered 28% of sales and together with the legacy iPhone 6 Plus, accounted for 37% of US iPhone sales.
The 12-inch screen iPad Pro increased its share of iPad sales to 20% in the March 2016 quarter (Chart 2). This was at the expense of both the original 9.7 inch size iPad Air models and the smaller iPad mini models, which decreased from 67% to 52% and 34% to 28%, respectively.
Chart 2: iPad Models US Sales Mix, March Fiscal Quarter 2015 and 2016
The 12-inch iPad Pro appears to have succeeded in attracting a significant share of iPad sales. While iPad sales may be softening over time, the flagship models, the Pro, Air 2 and mini 4, are more dominant in the iPad sales mix. In the March 2015 quarter, flagship models accounted for less than 60% of sales, and in the March 2016 quarter, similarly positioned models accounted for about two-thirds of sales.
CIRP bases its findings on its survey of 500 US Apple customers, surveyed from March 27-April 14, 2016, that purchased an iPhone, iPad, or Mac in the US in October-December 2015 period. For additional information, please contact CIRP.