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iPhone buyers prefer wireless carriers over Apple Stores to buy a new phone. When a new iPhone comes out, where do you buy it? While some would say “the Apple Store,” this is in fact the second place most shoppers visit. According to a survey carried out by CIRP (by 9to5Mac), US customers generally prefer a cellular carrier to purchase a new iPhone.
This analysis includes physical and online stores when counting the most popular places to buy a new iPhone. Here is the list:
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- Online and mobile operator stores: 67%
- Apple Retail: 24%
- Other: 5%
- Best Buy 4%
As a result, CIRP shows that more than 75% of iPhone purchases in the US are not made directly with Apple, but rather in third-party stores.
More than 75% of US iPhone sales are outside of Apple's retail universe and this is a weak point for Apple. When a customer selects their new iPhone – model, storage capacity and even color – an event that only occurs every two, three or so years for most consumers, the majority of sales are managed by a carrier salesperson or processed at the carrier's website, all outside of Apple's careful control.
Obviously, a seller or carrier website will direct customers to accessories and extended warranties, although they probably won't be favoring Apple's offerings, as Apple certainly would.
CIRP analysts believe this is a “weak point for Apple,” although there are a few reasons why someone would prefer to buy a new iPhone outside of the Apple Store. Firstly, you can get better trade-in values. Furthermore, operators usually offer very generous discounts when subscribing to a plan for at least one year. Last but not least, most people aren't trying to find the latest iPhone, but a newer model to replace the one they've stuck with for years.
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Although this customer movement does not change the number of iPhones sold, it is interesting for Apple to understand how it can focus more of its sales on its retailers and not on third-party sellers.
