Understanding the Rising Average Selling Price of iPhones
If you’ve recently invested $900 in an iPhone, congratulations, you’re below the global average price for these devices, as revealed by recent market analysis. Over the past four years, the average price for Apple’s iOS products has surged by 25%, accompanied by a notable increase in unit sales.
The Preference for Premium Models
For several years running, a clear trend has emerged: consumers are gravitating towards Apple’s higher-end models, particularly the Pro variants. This shift is significantly propelling up the average selling price (ASP) of these smartphones.
Steady Increase in iPhone ASP
Each new cycle of iOS devices begins with a standard model alongside additional options that boast enhanced features and commensurately higher prices. Data from Counterpoint Research indicates that many users are choosing these pricier options over base models. In fact, analysts recorded that the average selling price for an iPhone reached record heights this year—exceeding $900—for 2024.
Although there was some weakness noted in Apple’s fourth-quarter performance last year, Jeff Fieldhack, Research Director at Counterpoint Research stated that “the brand’s revenue remains resilient with ASP surpassing $900—a remarkable new benchmark.” The global ASP peaked at $903 this year; to put this into perspective, it stood at only $724 back in 2020—an impressive leap indeed.
Strong Sales Figures Across Markets
The notion that consumers are shying away from expensive devices is far from reality. According to IDC’s market research findings, Apple increased its sales volume from 206 million units sold in 2020 to approximately 232 million units sold by 2024—outperforming all other manufacturers on a global scale.
The Growth of Emerging Markets
This growth is not confined just to North America or Europe; significant expansion is occurring within emerging markets as well. Analysts at Counterpoint highlighted: “Apple continues its outreach into emerging markets where rising middle-class populations are enhancing product demand.” Notably within Latin America—marked as Apple’s fastest-growing territory—the company reported a remarkable shipment increase of 44% year-over-year due to improved availability and competitive pricing strategies applied to older models.
The Role of Pro Models in Driving Revenue
Diving deeper into why there’s such an uptick in ASPs across Apple’s offerings, it is clear that “the presence and contribution of the Pro series within Apple’s portfolio have been on an upward trajectory,” explained Fieldhack.
No competitor can rival Apple regarding consumer interest for premium phone offerings. For instance: while Samsung’s flagship Galaxy Z Fold 6 retails for an astonishing $1,900—a stark contrast exists concerning overall pricing strategy—the firm enjoys a much lower average selling price (ASP) around merely $299 across their entire smartphone lineup—including budget phones—which indicates their focus lies predominantly on affordable handsets rather than high-end alternatives.
This focus has resulted in Apple capturing approximately 46% share of total global smartphone revenue according to Counterpoint’s findings; Samsung follows substantially behind with only about 15% market share.
The Future Landscape through Consumer Trends
Despite current statistics bolstering Apple’s leading position ahead of competitors like Samsung now—even challenging forecasts suggest some fluctuation may occur going into next year since Consumer Intelligence Research Partners noted earlier this January how last quarter saw more sales driven through standard models compared even against their higher-tier counterparts like the iPhone 16 Pro being outsold during Q4-2024:
.
.
.
