The Apple Ecosystem Today

As we think about the broad scope of Apple products, including which retailers sell which ones, we also analyze ownership patterns across devices. Part of the Apple appeal is the power of the ecosystem. The various hardware offerings work well together. iMessage crosses seamlessly between phones and computers. iCloud storage provides backup and file sharing across devices. Apple Music is easily accessible on all devices.

Today we are analyzing overlapping ownership of the four leading products: iPhone, iPad, Mac computers, and Apple Watch. Not surprisingly, iPhone is the dominant product. Almost 90% of Apple customers own an iPhone, with a customer defined as someone who purchased any of those four products in the quarter of the survey (Chart 1).