iPhone 15 Winners and Losers

We now have research results for the second full quarter of the new iPhone 15 models, including the base iPhone 15, iPhone 15 Plus, and the more advanced and expensive iPhone 15 Pro and Pro Max. Based on this second quarter of availability, the four iPhone 15 models accounted for more than two-thirds of total US iPhone sales, which lagged iPhone 14 models’ share in the March 2023 quarter. Interestingly, the difference was primarily in the share of the base model.

The four iPhone 15 models accounted for 68% of total iPhone sales in the quarter (Chart 1), with iPhone 15 Pro Max having the largest share at 23% (Chart 1).