Recently, CIRP, a consumer-focused agency, released a new report. Data from the report show that in the U.S. market, Apple started selling its colorful-looking iPhone XR models for $749, with higher Android user conversion rates than last November's iPhone 8 and iPhone X.
The CIRP report has a small sample of users, mainly from 165 U.S. consumers, and the results are mainly 30 days after the launch of the iPhone XR in October 2018. According to the CIRP survey results, there are mainly three groups of data that are of concern. What they show is the rate of upgrade of existing iPhone users and the rate of conversion of Android users.
From CIRP data, we can see that the $749 iPhone XR has attracted more Android buyers than last year's iPhone X, and the number is higher than last year's iPhone 8 series.
In its latest report, CIRP commented that Apple's more expensive high-end models, the iPhone XS and the iPhone XS Max, went on the market earlier this year, mainly to capture the early demand for the most loyal fruit powder. Later in the market, the XR of the iPhone exists to attract more Android users.
CIRP also said that, of course, Apple's new generation of iPhone models this year are shipped at different time strategies, which can not simply judge the true purpose of Apple. On the contrary, based on price, function and other factors, it seems that the focus of Apple's positioning of the iPhone XR is to attract more users from the Android camp.
Android user conversion rate is very important for Apple, because Apple's owner Cook always likes to mention the proportion of Android users converting to the iPhone when asked about the sales of the iPhone. After all, this shows that Apple's new generation of iPhone can not only sell to existing iPhone users, but also expand the user base and attract more Android camps. Users.
In addition, CIRP also provided figures on the proportion of different models purchased by the American iPhone in November 2018.
By contrast, the percentage of U.S. iPhone buyers in November 2017 is as follows.
As you can see from the above figures, the percentage of the total sales (32%) that the iPhone XR attracts older iPhone users to update and replace is comparable to the percentage (30%) in the first month of the launch of the iPhone X last year. However, the sales of the iPhone XR did not exceed the sales of the iPhone 8 series (39%).
CIRP explained that this comparison must also take into account another factor, that is, the iPhone 8 series has been on the market for two months by November 2017, so it is not objective to make a positive comparison between the models that will be on the market for one month and two months.
Josh Lowitz, a CIRP partner and co-founder, said that if it was based on initial sales, the share of the iPhone XR sales in the first month of listing would be roughly the same as the models of the iPhone XS and the iPhone XS Max. Of course, this is difficult because Apple has scheduled different shipments of new models over the past two years. Last year, for example, Apple took the lead in shipping the cheaper iPhone 8 and 8 Plus models than the iPhone X.
For today's CIRP report, at least the iPhone XR in the U.S. market is not facing failure. But as for the situation in other countries or regions, it is still uncertain, especially in the Chinese market. However, some of Apple's initiatives seem to indicate that the sales of the XR are not as good as expected, as the "discount-and-buy" service has been pushed on Apple's official websites in many markets, claiming that only RMB 4399 has been upgraded to buy a new XR.
It's not just Apple's official campaign, but the campaign of operators and partners from all over the world to reduce the price of the iPhone XR also shows that sales of the model are not as good as expected.
Before the launch of the iPhone XR, a large number of analysis reports predicted that the iPhone XR could become the best-selling model of the new generation of the iPhone this year, with no surprise accounting for more than half of the sales, and that the Chinese market would become a major contributor. However, at present, there are no more analysis reports and related sales figures, so whether the iPhone XR can meet the expectations of the analyst population still has the Dai Kao certificate.
Apple has made it clear that the iPhone XR has been the most popular model for buyers every day since its launch. Greg Joswiak, Apple's vice president of marketing, said in an interview, "Since the launch, the XR has been the best selling model of the iPhone every day."
Finally, in your opinion, is the conversion rate of the iPhone XR to the Android camp so high? If you were an iPhone user, would you buy an iPhone XR first?