New Survey Suggests Improved Product Mix in Apple’s June Quarter

Source: Consumer Intelligence Research Partners

Source: Consumer Intelligence Research Partners

A new report from Consumer Intelligence Research Partners (CIRP) that compares the sales of Apple’s various product models may provide an indication of how well Apple (NASDAQ:AAPL) performed in the June quarter. According to a survey of 500 U.S. Apple customers conducted by CIRP, Apple’s latest iPhone and iPad models are continuing to outsell older models. The newest models also accounted for a higher share of sales than similar models from a year ago.

While Apple’s iPhone 5 only accounted for 52 percent of the company’s total iPhone sales in the second quarter of calendar 2013, the current flagship iPhone 5S accounted for 62 percent of total iPhone sales in this year’s June quarter. It should be noted that Apple’s fiscal third quarter is typically a slow quarter for iPhone sales, since many consumers are presumably holding off for the new model that is usually launched in September, during the company’s fiscal fourth quarter.

“Once again, Apple’s premium iPhone 5S sold well in the quarter,” said CIRP partner and co-founder Josh Lowitz. “It appears that in the US, Apple sells the 5S model at the expense of the iPhone 5C, which continues to sell much slower than the similarly-priced iPhone 4S in the same quarter last year. The entry-level ‘free’ or subsidized price point maintains its 16-18% of iPhone sales.”

Not surprisingly, Apple’s financial performance is closely tied to its iPhone sales. According to Apple’s last quarterly earnings report, a 57 percent share of its total net sales in the March quarter of this year came from its iPhone product line. While not as crucial as the iPhone, the iPad accounted for the second-largest share of Apple’s revenue in the March quarter with a 17 percent share of total net sales.