The Apple Ecosystem Right Now

Let’s update our analysis of the Apple ecosystem. Most broadly, it considers what Apple devices, accessories, and services Apple customers buy and use. We start with the basics: which of the principal Apple hardware products do Apple customers own.

We consider the three major hardware products: iPhone, iPad, and Mac computers. The two other primary devices, Air Pods and Apple Watch, remain accessories, since customers generally need an iPhone, iPad, or Mac to use them. Apple TV and Home Pod are additional hardware devices, but market penetration of these products is really too small to include in this ecosystem analysis.

iPhone remains the most dominant product, with 90% of recent Apple customers owning one (Chart 1). iPads are next, with 75% owning one. Mac computers have much smaller penetration, at 47% of recent Apple customers.