Apple iPhone US-WARP Takes the Expected Hit

As we await Apple’s quarterly financials, we look again at one of the best metrics we have to understand iPhone sales, US-WARP. Based on our recent analyses and long-time trends, we see a decrease in the June 2024 quarter. 

Apple stopped releasing Average Selling Price (ASP) for iPhones in 2018. Fortunately, CIRP had calculated the Weighted Average Retail Price of iPhones sold in the US (US-WARP) for more than five years at that time. The numbers move similarly though ASP was a global number, and US-WARP does not take into account wholesale discounts that Apple may offer to different retailers.

We saw earlier how sales shifted to older, cheaper models even compared to previous June quarters. This depresses US-WARP and thus ASP. While not great news for Apple, it was not unexpected.

In the June 2024 quarter, US-WARP was $966, down from $995 in the March 2024 quarter but up from $948 in the June 2023 quarter, which was similarly down from the March 2023 quarter (Chart 1). The March 2024 US-WARP was the highest that CIRP had ever estimated.