Counterpoint Research shows Apple shipped 11% fewer iPhones in the US in Q3 2023 compared to last year, even though its market share grew from 50% to 55% YoY. The main reason, according to the publication, is the later launch date of the iPhone 15 series compared to the iPhone 14 series, meaning we could see better results for Q4 2023. Last year, Apple started selling most of the iPhone 14 series on September 16, 2022 – the iPhone 15 started being sold on September 22, 2023.
While upgrade rates were slightly up at the carriers when compared to last quarter, they remained much below their usual levels as consumers opted to hold on to their devices for longer instead of upgrading. Improved durability with stronger build quality, less impressive upgrades among new smartphone releases, and an uncertain macroeconomic environment have all contributed to the malaise we are seeing in the US smartphone market.