Top

Installed Base Data Testifies to iPhone 12’s Stellar Performance

Apple iPhone’s installed base increased by only 2% in Q1 2021 compared to Q1 2020. Unlike sales or shipments data, the installed base figure tells us about the number of units of a product actually in use. Expansion in its installed base is not part of Apple’s strategic focus. Rather than reducing ASP (average selling price) to increase installed base, Apple maintains its ASP and gets good revenue from accessories and services.

iPhone Series Installed Base Share in Q1 2020 and Q1 2021

Counterpoint Research iPhone Series Installed Base Share in Q1 2020 and Q1 2021
Source: Counterpoint Research

Comparing the Q1 2021 iPhone installed base with that in Q1 2020, initial sales of the iPhone 12 series were better than the iPhone 11 series. The iPhone 11 series’ share in the total iPhone installed base was at 15% in Q1 2020 compared to the iPhone 12 series’ 16% in Q1 2021. It may be noted here that the iPhone 12 series’ release date was one month later than that for the iPhone 11 series. Further, the iPhone 12 series also competes with the low-tier iPhone SE 2020.

One generation old models’ share in this data also shows that the iPhone 11 series’ performance was better than the XS series. The iPhone 11 series performed well not only in its early days after launch but also maintained the momentum for a considerable period after the iPhone 12 series launch. The XS series accounted for 21% of the installed base in Q1 2020, but the iPhone 11 series accounted for 25% in Q1 2021, showing a 4% points difference.

Pro (Pro+Pro Max) Model Share in New Models, Q1 2020 and Q1 2021

Counterpoint Research iPhone Pro (Pro+Pro Max) Model Share in New Models, Q1 2020 and Q1 2021
Source: Counterpoint Research

The share of Pro models in new iPhones also improved in Q1 2021. The iPhone 11 Pro and Pro Max’s installed base accounted for 44% in Q1 2020 compared to the iPhone 12 Pro and Pro Max’s 54% in Q1 2021. Compared to their predecessors, the iPhone 12 series Pro models have more differentiated features, like in the camera. 

Top 5 iPhone Models’ Installed Base, Q1 2021

Counterpoint Research Top 5 iPhone Models’ Installed Base, Q1 2021
Source: Counterpoint Research

With iPhone having a relatively small number of SKUs and long product life cycle, its most recent models do not rank at the top when it comes to the iPhone installed base. The iPhone 7 and iPhone 11 ranked first in Q1 2020 and Q1 2021 respectively.

The charts also show that the iPhone 12 series performed well, with the iPhone 12 and 12 Pro Max in the top 10 list in Q1 2021, while only the iPhone 11 was in the top 10 list of Q1 2020.

Counterpoint’s Smartphone Installed Base Tracker covers only newly purchased products. Apple’s latest “over 1 billion active iPhones” figure is similar to the figure for accumulated iPhone sales in five years. To meet this number, no device should exit the market. But this is a very unlikely scenario. Therefore, this figure likely includes refurbished phones and dormant devices. It is estimated that the proportion of new devices among these active devices is around 60%.

Related Posts

Minsoo is a Research Analyst at Counterpoint Technology Market Research and located at Seoul, Korea. Minsoo is interested in various technology sectors and its future development. Prior to joining Counterpoint Research, Minsoo had experience in various industry from tech start up to chemistries.

Apple Snack Pack

PREMIUM

Understanding iPhone

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited

Registration

In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.