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The Average Selling Price of iPhones in the U.S. is Declining

Apple is experiencing a trend of declining iPhone pricing in the U.S. according to Consumer Intelligence Research Partners (CIRP). The Weighted Average Retail Price (US-WARP) of iPhone units sold in the U.S. has dropped to $918 for the quarter ending in September 2023, down from $948 in June 2023, and reaching a high of $988 in March 2023. This is a continuation of the year-over-year trend as the US-WARP was $957 a year ago.

The decline in US-WARP reflects the mix of iPhone models sold in the U.S. with factors such as which models are selling more and what storage sizes consumers prefer. Despite the iPhone 15 Pro Max and iPhone 15 Pro making up 15% of total iPhone sales during the September quarter, there is still a decrease in the US-WARP.

It will be interesting to see the data for the December quarter, as it is the holiday quarter. Apple will be hoping to end the current downtrend in US-WARP, as the trend of lower weighted retail prices for such an important product in its lineup could be concerning.

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