Apple’s iPhone 16 series launch in September 2024 has seen a slow start, with initial U.S. sales pointing to a consumer preference for older models over the latest offerings. In fact, data from the Consumer Intelligence Research Partners (CIRP) shows that iPhone 16 models made up just 20% of U.S. iPhone sales in their first two weeks, down from the 29% share the iPhone 15 lineup held during the same period in 2023. This year’s lower early adoption reflects a trend towards holding onto older models rather than immediately upgrading to new releases.
For Apple’s high-end models, the trend is somewhat different. In September 2024, the iPhone 16 Pro and Pro Max accounted for 12% of total sales—lower than the iPhone 15 Pro and Pro Max’s 15% share a year ago, yet these Pro variants continue to demonstrate strong demand. On the other hand, demand for the standard iPhone 16 and 16 Plus models has been slower, with sales reflecting only a mild interest, as the iPhone 14 and older models continue to capture a solid 24% share of the market, similar to previous years.
These sales dynamics have influenced Apple’s production approach. JP Morgan notes that shipping times for the iPhone 16 Pro Max have dropped from 21 days in 2023 to 15 days this year, suggesting efficient management of Pro model supplies. Meanwhile, analyst Ming-Chi Kuo reports that demand for the iPhone 16 Pro models has met expectations, prompting Apple to continue production even during China’s National Day holiday. However, Apple has trimmed component orders for the iPhone 16 and 16 Plus by 3% to 5% in response to lukewarm demand, though this minor reduction is unlikely to impact overall production significantly.
As Apple approaches the holiday season, demand could pick up, especially for the iPhone 16 Pro models. This peak period may bring renewed focus on the standard iPhone 16 and 16 Plus, potentially signaling the need for a refreshed approach in future product lines to maintain consumer interest across the entire range.