Last week we released CIRP analysis of iPhone model sales in the March 2026 quarter. US iPhone sales shifted dramatically to current iPhone 17 models, and beyond that to the most expensive Pro and Pro Max models.
This model mix is the key driver of one of the best metrics we have to understand iPhone sales, US-WARP - the weighted average retail price of new iPhones sold in the quarter in the US. US-WARP provides direct insight into Apple’s performance in its most important business segment.
Note, 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 moved similarly, though ASP was a global number and US-WARP is US only and does not take into account wholesale discounts that Apple may offer to different retailers.
In September 2025 Apple introduced the four new iPhone 17 models, including updates for the base, Pro, and Pro Max models, and the new iPhone 17 Air, replacing the Plus in the line-up. In March 2026 Apple also released the iPhone 17e, replacing the year-old iPhone 16e. The March 2026 quarter reflects sales of all five current models, with only a few weeks of sales for iPhone 17e. Two legacy models, the iPhone 16 and 16 Plus, were also sold as new.
US-WARP is driven by model mix, the percentage of unit sales for each phone, the price of each model, and storage upgrades, which increase purchase prices by $100 or more. In the most recent quarter, price increases helped lift US-WARP, while base storage increases can moderate US-WARP as they reduce pressure for spending on upgraded storage.
In the March 2026 quarter, US-WARP was $1,042, the highest March quarter seen since CIRP started its survey of Apple customers. This is down slightly from the December 2026 quarter and up significantly from $971 in the March 2025 quarter (Chart 1).