Most iPhone purchases do not come directly from Apple. Analyst firm CIRP has published statistics on where US residents buy iPhone smartphones. You might assume that most iPhone purchases happen at Apple Stores, but that’s not really the case.
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As statistics show, the majority of iPhone sales are made in the stores of mobile operators – both in physical and online stores. Apple Stores are only second in iPhone sales, with Best Buy in third. Here are the full stats:
- Mobile operator stores: 67%
- Apple Stores: 24%
- Others: 5%
- Best Buy 4%
The Other category includes stores such as Walmart and Target, as well as independent retailers.
CIRP analysts claim that more than 75% of iPhone sales in the US do not occur in Apple stores, and this should be considered a weak point for the company.
When a user chooses a new iPhone for himself (model, amount of memory and even color), and this happens every two or three years, if not less often, it is the sites of mobile operators that give out most of the options, and Apple is not involved in this. In addition, on the websites of operators, you can immediately purchase accessories and a warranty on more favorable terms than from Apple.
The statistics are unexpected for several reasons. Many would assume that Apple stores are responsible for most of Apple’s sales.
Perhaps many prefer carrier stores because they think they will have to interact with the carrier in order to transfer their plan to the new iPhone. People think that in this way they simply simplify the process.
In addition, operators often advertise new iPhone models very aggressively and arrange promotions. Operators often use email and even SMS for advertising.