What to Give an iPhone Owner Who Probably Has Everything?

For Christmas, what gifts should you consider for an iPhone owner? If you are thinking of spending a lot on that friend or loved one, you probably don’t need to get them an iPad or even a Mac computer.

Apple has spent decades creating an integrated system that motivates multiple device ownership. It of course started by selling smart phones to Mac users, then introduced iPad to the mix. iPhone has become the device at the center of this system. Yet, enough iPhone owners also have these other major devices that the most likely gift recipients probably already have one.

In our surveys of Apple customers, we ask what other devices they own. These customers represent ones that bought one of the major Apple products (iPhone, iPad, Mac computer, or Apple Watch) recently, within the three months preceding the survey. Among customers that got a new iPhone, most already own an iPad, and many own a Mac computer.

Specifically, 68% of iPhone buyers also own an iPad (Chart 1). Slightly more than a third also own a Mac computer.