CIRP - Apple Report

CIRP - Apple Report

Share this post

CIRP - Apple Report
CIRP - Apple Report
iPhone Storage Upgrades Stabilize, Protecting ASP

iPhone Storage Upgrades Stabilize, Protecting ASP

Michael Levin and Josh Lowitz's avatar
Michael Levin and Josh Lowitz
Jan 10, 2024
∙ Paid
5

Share this post

CIRP - Apple Report
CIRP - Apple Report
iPhone Storage Upgrades Stabilize, Protecting ASP
Share

We noted earlier how shifts in model sales contributed to a decline in Average Sales Price of iPhones, driven by sales of basic iPhone models. Storage capacity is the other factor that determines ASP. After a notable decline in the prior year, storage upgrades seem to have returned to the historic percentage of buyers.

We estimate a US-WARP, or Weighted Average Retail Price, as a way to understand ASP. We saw US-WARP decrease to $918 in the September 2023 quarter, down from $957 in the year-ago September 2022 quarter.

In the September 2023 quarter, 44% of buyers of all iPhone models upgraded from the base storage available for a given model (Chart 1). This is approximately the same level as in the September 2022 quarter.

To be notified when there is a new CIRP - Apple Report (generally weekly), please subscribe below. Paid subscribers have access to all CIRP - Apple articles.

Check out the CIRP Amazon Report

This post is for paid subscribers

Already a paid subscriber? Sign in
© 2025 Consumer Intelligence Research Partners, LLC
Privacy ∙ Terms ∙ Collection notice
Start writingGet the app
Substack is the home for great culture

Share