How’s the Apple Store Doing?

The Apple Store is doing pretty well in 2023, with decent-to-big shares of sales of Apple’s major products. However, the long-term reality of having a much smaller share of the biggest product line, iPhone, persists.

Apple Stores continue to dominate Mac computer sales. They also have the largest share of iPad sales, which generally are spread among more retailers. Mobile carrier stores continue to sell the most iPhones.

The Apple Store has long struggled to improve its share of iPhone sales. In the last year, mobile carriers sold 71% of iPhones in the US, more than three times the 21% sold at Apple Stores (Chart 1). While the COVID-19 pandemic shifted some sales to Apple Stores, in the past year shares returned to the long-term trend.