# The Transformation of Apple’s iPhone Range: Insights from CIRP Research
Apple’s yearly iPhone update has evolved into a highly awaited occasion in the tech industry, with the company regularly unveiling four fresh models annually. In recent years, Apple has fine-tuned its approach, providing a mix of base, Plus, Pro, and Pro Max versions. Nevertheless, not every model has struck a chord with buyers, as indicated by a recent investigation from Consumer Intelligence Research Partners (CIRP). This study illuminates the appeal of various iPhone models and uncovers fascinating trends in consumer choices.
## The Change in Apple’s iPhone Approach
Apple’s present lineup strategy emerged from trial and error. In the beginning, the company launched a “mini” variant of its flagship iPhones, targeting users who favored smaller devices. However, the mini versions—despite their compact form and reduced cost—struggled to gain considerable market traction. Consequently, Apple shifted its focus to the Plus model, providing a larger display and enhanced battery life for those desiring a bigger phone without the high price of the Pro Max.
Surprisingly, the Plus models have also had difficulty securing a firm position. CIRP’s findings indicate that while the Plus variations have influenced sales of other iPhones, they have not become the predominant choice among consumers.
## The Prevalence of Base Models
A key observation from CIRP’s research is the enduring popularity of Apple’s base iPhone models. Over the last three years, the base models—such as the iPhone 13, iPhone 14, and iPhone 15—have represented the largest proportion of iPhone sales. This pattern highlights the allure of Apple’s standard models, which provide a balanced mix of cost, performance, and features.
From 2022 to 2024, the base models maintained a substantial slice of iPhone sales, although their lead has seen a slight decrease. In 2022, base models constituted 46% of sales, dropping to 42% in 2024. This slight dip may be due to the launch of the Plus models, which seem to have diverted some consumers from the base models.
## The Rise and Decline of the iPhone Mini
The iPhone mini, launched with the iPhone 12 and 13 series, had a short-lived yet unremarkable presence. By 2022, the mini represented only 7% of iPhone sales, and its share fell dramatically to just 1% by 2023. This steep decline illustrates the diminished demand for smaller smartphones in a market that increasingly favors larger displays.
Apple’s choice to phase out the mini in favor of the Plus model appears to have been a strategic decision to align better with consumer preferences. However, the Plus models haven’t completely filled the void left by the mini, as their market presence has remained relatively modest.
## The Consistent Allure of Pro Max Models
While base models have consistently topped sales, the Pro Max versions have developed a dedicated customer base. According to CIRP, the Pro Max models have sustained a stable market share of 25-26% over the last three years. These premium devices, celebrated for their cutting-edge features, bigger screens, and enhanced cameras, attract power users and enthusiasts willing to invest more for top-tier offerings from Apple.
## The Influence of the Plus Models
The introduction of the Plus models has significantly altered the sales landscape across Apple’s offerings. In 2023, the iPhone Plus captured an 11% market share, up from 0% in 2022 (its debut year). This increase occurred at the expense of other models, including the base iPhone, whose share fell from 46% in 2022 to 43% in 2023. The Pro models likewise saw a slight reduction, with their market share declining from 21% in 2022 to 19% in 2023.
Although the Plus models have not reached the same level of popularity as the base or Pro Max models, they have effectively established a niche, appealing to users who value a larger screen and battery without facing the Pro Max’s higher cost.
## What Lies Ahead for Apple’s iPhone Range?
As Apple continues to refine its iPhone offerings, it will be fascinating to observe how consumer preferences change. The forthcoming iPhone 16 models, anticipated to showcase new camera features, enhanced processors, and extended battery life, could further alter the sales landscape. Moreover, Apple’s ongoing initiatives to distinguish its Pro and Pro Max models with exclusive features may further strengthen their allure among premium consumers.
One thing stands out: Apple’s knack for adapting its product range to cater to shifting consumer needs has been pivotal to its success. Whether through the launch of new options like the Plus or the discontinuation of less favored choices like the mini, Apple
