Few Apple Customers Are the iPhone “Triple Threat”

As Apple rolls out its newest iPhone 15 lineup, and updates its Apple Watch models, we are reminded that the Apple ecosystem encourages multiple device ownership. Earlier we looked at customers that own iPhones, iPads, and Mac computers - the obvious “triple threat”. Here we look at another prized customer, one that owns an iPhone, Apple Watch, and AirPods.

Others have highlighted the importance of these three device owners. The three products together make up 60% of Apple revenues. And, these customers own Apple’s most important product, iPhone, and its two most significant iPhone accessories, Apple Watch and AirPods. 

These customers also represent a relatively small share of all Apple customers. We estimate about 12% of iPhone buyers own all three (Chart 1).