Here's a very informative graph: iPhone unit sales have been steadily declining for 5 yearsZDNet

We all know Apple is rich. In fact,

"Apple shares have climbed 76% this year, making it the first US company to exceed $ 2 trillion in capitalization." And yet, sometimes you have to look at things differently. Sometimes you have to think differently to get beyond the numbers and understand some interesting trends.

Take iPhones, for example. Apple derives a large portion of its revenue from iPhones and despite the difficulties associated with COVID-19, Apple continues to collect cash at a staggering rate.

Apple publishes a consolidated statement of operations as part of the financial reports for each fiscal quarter. As of the July 30, 2020 quarterly report, Apple's iPhone revenue (for nine months, not a year) jumped from $ 109 billion in 2019 to $ 111 billion in 2020. But over the quarter, compared to the same quarter a year earlier, iPhone sales revenue was down.

Apple reported iPhone sales of $ 28.96 billion in the second quarter of fiscal 2020 for this period, compared to $ 31.05 billion in the second quarter of 2019. Containment requires sales of the company were affected. But, at the end of the third quarter, iPhone sales rebounded year over year. Apple's third quarter 2020 is reporting $ 26.42 billion this year, up from $ 25.9 billion in the same quarter last year.

Thus, incomes increase. A trend that Apple has generally benefited from since the launch of the iPhone. But what about unit sales? This is where our graph gets interesting. Taking data cited by IDG at Bloomberg, I analyzed the unit sales of the iPhone.

This first graph shows iPhone sales as they are normally represented. The scale starts at 0 and goes up to 250 million. The red line indicates a downward trend in unit sales, which must be moderately alarming from Apple's point of view.

fig a - Here's a very informative graph: iPhone unit sales have been steadily declining for 5 yearsZDNet

But now let's take the same graph and isolate the changes. In this version, I increased the height of the overall graph, which accentuated the differences in value. I also focused on in-game values, so I set my scale to start at 130 and end at 220. Both of these changes strongly reinforce the decline in unit sales over the past few years as shown. the Red line.

fig b - Here's a very informative graph: iPhone unit sales have been steadily declining for 5 yearsZDNet

Additionally, as the green line shows, Apple iPhone unit sales are currently lower than in every year since 2013.

But here's another graph that is really telling: This is a graph that shows the gap between the cheapest iPhone introduced in the specified year and the more expensive iPhone introduced in the year. same year.

fig c - Here's a very informative graph: iPhone unit sales have been steadily declining for 5 yearsZDNet

As you can see, the high end has increased steadily. In 2016, the highest price (in US dollars) was $ 969. You couldn't buy an iPhone at a higher price. In 2017, it jumped to $ 1,149 when Apple launched the iPhone X. In 2018, the XS Max skyrocketed the price to $ 1,449. The high end remained in the same bracket in 2019, at $ 1,449.

In three years, from 2016 to 2018, Apple's premium price has more than doubled. As many Apple buyers like to buy high-end phones, this goes directly to Apple's benefit, despite the reduction in the number of units actually sold.

As for the future, Apple is expected to introduce 5G models later this month. The price of this iPhone may also be substantial. In addition, the article by Bloomberg that I cited earlier reported on the rumor that Apple is expected to release a 6.7-inch phone, the largest ever produced. I bet the addition of 5G, the big 6.7 inch screen, the possible addition of LIDAR will all combine to increase the price. I wouldn't be surprised if you saw $ 1,799 or even – wait, this is going to hurt – $ 1,999.

So this is it. Charts show Apple is losing new iPhone users in dribbles, but the users it keeps spend more. And that doesn't include what they spend on AirPods, Macs, iPads, and Apple smartwatches.

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