State of the Apple Hardware Ecosystem - What’s Next?

As we and other Apple observers await results for the quarter, talk turns to the future. In an article about AI wearables, esteemed Apple reporter Mark Gurman asks, “What new product should Apple bank its future on?”, and there doesn’t seem to be a good answer.

As a way to understand that question, we thought we would review the existing Apple hardware lineup: iPhone, iPad, Mac computers, and Apple Watch. We look at ownership of these devices among US Apple consumers, ones that bought one or more of those products in the quarterly survey period.

Among Apple customers, over 90% own an iPhone, and three-quarters own an iPad (Chart 1). Slightly more than half of Apple customers have a Mac computer, the original Apple product.