According to market analyst firm CIRP, early sales of the iPhone XS series were pretty strong, both the iPhone XS and iPhone XS Max can be said to be equally divided. Specifically, CIRP found that the 10-day sales of the new iPhone XS and iPhone XS Max accounted for 8% of iPhone sales in September in the United States.
The iPhone XS family has a combined market share of 16%, which means that iPhone XS sales will surpass the entire quarterly sales of all iPhone models last year. In contrast, last year, iPhone X accounted for 14% of total iPhone sales during the launch season, while iPhone 8 and iPhone 8 Plus were more popular, accounting for 16% and 17% of total sales, respectively.
The iPhone launch quarter is always tricky to understand, and this one is trickier than others” said Josh Lowitz, CIRP Partner and Co-Founder. “This year, Apple launched iPhone XS and XS Max, the two most-expensive models, at the end of the quarter. Last year, Apple launched the more-expensive iPhone X in the following quarter. So, during the quarter ending September 29, 2018, Apple had an unprecedented ten models to track."
However, CIRP said that the new iPhone will push Apple's average selling price in the US market to an unprecedented level. They actually used a slightly different measure, in the September 2018 season, CIRP estimated the price of the iPhone XS was $796, that is up from the $751 in the June 2018 season and higher than the $705 in the September 2017 season.
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