Andrew Orr
Apple's lower-priced iPhone models might seem weak at first, but they're still outperforming nearly every other competitor in the smartphone market.
A recent report from Consumer Intelligence Research Partners (CIRP) claims Apple's low-end phones, like the discontinued iPhone mini and SE models, have struggled. They share that the data comprises under 20% of iPhone sales recently and dropping to just 5%.
The firm argues that the iPhone 16e also faces an unclear future as it replaces the budget-friendly SE model with a higher price point.
However, focusing only on internal percentages can be misleading.
Entry-level iPhone sales compared to rivals
Apple's least popular models outperform the flagship phones of many competing brands. In 2022, eight of the top ten best-selling smartphones globally were iPhones. This trend continues into 2025.
iPhone model share by calendar quarter. Image credit: CIRPFor perspective, Apple's iPhone 14 alone represented 19% of all iPhone sales in 2023, surpassing entire smartphone lineups from rivals such as Google.
In contrast, Google's Pixel lineup rarely appears in global top-ten lists or even top-five. It struggles to match even Apple's most modest-performing models. For example, the company's market share of smartphone shipments in the U.S. maintained a 3% share from 2023-2024.
But that wasn't enough to make it onto the top five list. Instead, Google was relegated to "Others."
On the China side, represented through its subsidiary, Motorola, Lenovo held a 10% market share in the US smartphone market during Q4 2024. However, Vivo took the number one spot in China's smartphone shipments, at 18% in quarter four of 2024.
Apple doesn't need its entry-level models to dominate internally to remain commercially successful. The scale of the company's operations ensures that even lower-selling devices achieve sales volumes competitors dream of.
While CIRP suggests Apple struggles to market entry-level phones effectively, the broader picture tells a different story. Apple's entry-level offerings aren't just holding their own — they're often outselling the best efforts from other smartphone manufacturers.
-m.jpg)
Charles Martin
Christine McKee
Amber Neely
Malcolm Owen
William Gallagher
Andrew O'Hara
William Gallagher and Mike Wuerthele
7 Comments
The competition would LOVE to sell as much as Apple’s worst selling phones.
Comparing sales of Apple phones to all other brands running Android doesn’t seem like a meaningful comparison. Obviously the android market is diluted with countless devices vs a single company selling iOS devices.
Well then, if they ONLY sell as well as most other companies offerings, it sounds like it's time to refresh the Mini in the near future.
It won't put Apple out of business, and my 12 mini is getting a little long in the tooth (what ever that means).