Oliver Haslam·

iPhone SE 2020 Sales Show It’s Successful In Its Target Market [Report]

Apple’s 2020 iPhone SE is doing well in the market that it was intended to be a hit in, according to Consumer Intelligence Research Partners (CIRP). Apple’s intention was to offer a relatively inexpensive iPhone that would allow owners of older handsets to upgrade.

According to numbers shared by CIRP, that’s exactly where the iPhone SE is doing well. In fact, 73% of those picking up an iPhone SE were coming from an iPhone that was more than three years old.

‘Every few years Apple comes out with a new low-priced iPhone, with up-to-date features, to sweep up the customers using the oldest iPhones,’ said Mike Levin, CIRP partner and cofounder. ‘iPhone SE seems to have reached this specific segment of long-time iPhone users.’

‘Even though operating system switching has diminished in recent years, even more SE buyers came from within the iOS installed base compared to buyers for other iPhone models. And, in the quarter, SE buyers had really old phones, with almost three-quarters having an iPhone that was three years old or more. So, they upgraded from iPhone 5, 6, or 7 models, which meant these users really waited awhile to buy a new phone.’

However, the higher-end iPhone 11 and iPhone 11 Pro were still the most popular iPhones during the same period – the last fiscal quarter that ended in June.

Apple is expected to announce four new iPhones in September or October this year, although all of those releases will be towards the higher end of the price range. The current iPhone SE still has plenty of room in Apple’s overall iPhone lineup, too.

(Source: CIRP)

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