Men Are iPhone Pro, Women Are iPhone Plus

As we investigate the demographics of the Apple hardware and software ecosystem, we want to understand how male and female customers differ in the Apple products they buy and own. We start with iPhones.

We find subtle and yet meaningful iPhone ownership differences between men and women. To the extent that there is fashion in the smartphone market, gender differences in model preferences should not surprise us. In short, male customers tend to buy more expensive, premium iPhones.

We sorted our sample data into male and female owners, looking at all customers that purchased an iPhone during 2022.

Male customers are more likely to own iPhone Pro and Pro Max models. Among males, 41% who purchased a new iPhone in 2022 own either the iPhone 13 Pro / Pro Max or 14 Pro / Pro Max, compared to 33% of females (Chart 1).