The Apple Ecosystem Age Profile Works

We are critically interested in how the Apple ecosystem functions - specifically how multiple device ownership drives deep brand commitment. One fear is that the demographics of the owners of the three primary hardware devices varies, which challenges the ecosytem potential. 

Conventional wisdom holds that Apple device owners tend to be younger than average US consumers. Apple markets itself as a younger brand across all of its devices, but does it resonate similarly for iPhone, iPad, and Mac owners? We were skeptical, but we were wrong. 

We analyzed the age of Apple customers that own iPhones, iPads, and/or Mac computers. These customers purchased any one or more than one of those three devices in the year ending December 2022. 

About half of these Apple device owners are under 45 years old (Chart 1). For comparison, among all US adults, 44% are under 45 years old, according to US Census data.