IT Home reported on December 15 that according to a research report recently shared by market research agency CIRP, as of September 2023, in the past 12 months, 47% of users who bought iPhones directly from Apple's official channels chose Pro or Pro Max models.
By comparison, 40% of users purchased iPhone Pro or Pro Max models through carriers.
At first glance, the difference between the two may not seem significant, with only a 7% difference, but based on the price difference of $200-300 per iPhone, and Apple sells more than 200 million units a year, the actual difference in terms of value will be very significant.
IT Home cites the opinion of foreign technology media 9to5Mac that Apple cannot convert this advantage, and in the US market, operators largely dominate iPhone sales.
According to data previously published by CIRP, only 21% of people buy directly from Apple, while 71% buy from their carrier.
CIRP notes that users who buy iPhones through carriers are no longer pursuing top-of-the-line models, and that Apple has lost control of "accessory products, extended warranty options, and access to other devices, including Apple Watch, iPad, and Mac computers."
Add all of these factors together, and they could cost Apple billions of dollars in potential revenue losses.