The new iPhone SE 2020 is successful in its intended role, says Consumer Intelligence Research Partners (CIRP), according to its latest buyer survey.
Apple wanted the iPhone SE to persuade owners of older iPhones to upgrade, without overly affecting sales of more expensive models, and purchasing data from the last fiscal quarter suggests that it has succeeded in this goal …
iPhone SE accounted for a decent 19% stake [of all iPhone sales], although it was only available for part of the quarter. Priced at $ 399 for the base model, SE is priced well below the one-year XR and successfully replaces nearly three-year-old iPhone 8 models at the entry price.
For the iPhone SE, CIRP determined that Apple customers were more likely to upgrade from another iPhone, generally a significantly older model.
The data showed that about 73% of those who bought an iPhone SE were upgrading from a model over four years old.
“Every few years, Apple comes out with a new low-priced iPhone, with updated features, to sweep customers using older iPhones,” said Mike Levin, partner and co-founder of CIRP. “iPhone SE seems to have reached this specific segment of iPhone users for a long time.”
Although operating system switching has slowed in recent years, even more SE buyers came from the iOS installed base compared to buyers of other iPhone models. And, in the quarter, SE shoppers had really old phones, and nearly three-quarters had an iPhone that was three or older. So they were upgraded from iPhone 5, 6, or 7 models, which means these users actually waited a while to buy a new phone. ”
“These are users who evidently resisted upgrading to newer phones at more attractive prices, such as the iPhone 11, last year’s iPhone XR, and even the iPhone 8 and 8 Plus, which launched in 2017, as their prices decreased with the years”.
It seemed to offer little threat to the iPhone 11, which accounted for the majority of sales in the April-June period.
“The fall 2019 iPhone 11 and 11 Pro models are still the most popular, combining for about two-thirds of sales,” said Josh Lowitz, partner and co-founder of CIRP.
‘The comparison is again complicated, with the launch of the iPhone SE in late April 2020. A year ago, the iPhone XR had almost half of sales in the quarter. This year, sales were split between more diverse models, including the cheaper iPhone 8 and 8 Plus, and ultimately recalled had 8% of sales. At the end of this last quarter, Apple has a simpler lineup than in the past, with just XR, 11, 11 Pro, 11 Pro Max and the new SE. ”
Macworld He argued in May that the iPhone SE had a better “per dollar” value than the iPhone 11, but noted that the camera does not compare.
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