Apple consistently releases four new iPhones annually: the standard model, the Plus, the Pro, and the Pro Max. But which one consistently tops the sales charts? A recent Consumer Intelligence Research Partners (CIRP) report reveals a surprising winner.
Since the iPhone 14’s debut in 2022, the base iPhone model has consistently dominated sales, holding a commanding lead. The standard iPhone 14, 15, and 16 account for approximately 45% of total annual iPhone sales. Trailing behind are the iPhone Pro Max with around 25%, the iPhone Pro capturing 20%, and the iPhone Plus, introduced with the iPhone 14 Plus, averaging just over 10% of sales.
The standard iPhone consistently outsells the Pro Max by a ratio of nearly two to one, and other models by an even wider margin. This sales dominance is primarily attributed to its lower price point. The standard model is roughly $400 less expensive than the entry-level iPhone Pro Max and $200 cheaper than the iPhone Pro.
Someone holding the iPhone 16 Pro, showing the home screen.
Another factor contributing to the standard iPhone’s popularity is its wider array of color options. These models often come in vibrant, eye-catching colors, while the Pro models tend toward more subdued tones. This variety appeals to consumers seeking personalized aesthetics. Furthermore, it seems many consumers don’t find the Pro models’ enhanced chips, extra camera features, and more durable build sufficient justification for the premium price.
iPhone market share.
An intriguing question arises: why does the larger Pro Max outsell the smaller Pro, while the standard iPhone surpasses the larger Plus? One plausible explanation is that Pro Max buyers prioritize top-tier features, including the largest display, making it their preferred choice.
While the iPhone Plus holds the lowest sales figures within the iPhone lineup, it has outperformed the discontinued iPhone mini, which Apple retired after the iPhone 12 mini in 2020. The iPhone Plus hasn’t just overtaken the mini’s market share but has also begun to encroach on the standard model’s sales. For example, in 2022, the iPhone 12 mini held only 7% of the market compared to the standard iPhone’s 46%. Two years later, the iPhone Plus has grown to 13% versus the standard model’s 42%.
Looking ahead to 2025, Apple is anticipated to introduce the “iPhone Air.” This model is expected to replace the iPhone Plus and differentiate itself significantly from other iPhone 17 series models. As the name suggests, the iPhone Air could become the slimmest iPhone yet. However, achieving this thin profile may require certain compromises, such as a less sophisticated camera system and potentially a less powerful chipset than the Pro models, similar to the iPhone 16 Plus.
The future will reveal whether the iPhone Air can outpace the iPhone Plus’s market share and how much the standard model’s sales will influence this shift. It will also be fascinating to observe if consumers who typically opt for the Pro Max will be swayed by the allure of the ultra-thin iPhone Air.
