Counterpoint says iPhone ASP hits record high this quarter

As consumers are more willing to buy iPhone 14 Pro / Pro Max models, the ASP of Apple mobile phones will rise in the next two quarters.

According to the forecast of Counterpoint Research, Apple released the iPhone 14 series mobile phones earlier this month, and the demand is strong. It is expected that the ASP (average selling price) will hit a new high in the September quarter, reaching $892; in the December quarter, it will climb again, reaching $944. In the fourth quarter of last year, the iPhone's ASP reached $873.

Mobile phone revenue accounts for 50% of Apple's total revenue, and Wall Street is highly concerned about the ASP of the iPhone. In 2015, the average selling price of Apple's iPhone was only $690. Apple did not raise the price when the new phone was released at the beginning of the month, but the ASP still rose, which is particularly noteworthy.

The increase in ASP was mainly due to the best-selling iPhone 14 Pro and Pro Max models. Evercore ISI surveyed about 4,000 consumers and found that about 56% of consumers who are interested in buying an iPhone are going to choose the Pro, compared with only 41% last year. Evercore ISI predicts that Apple's iPhone ASP may rise to $940 next year, 10% higher than the iPhone 13's cycle.

"We have raised iPhone revenue in the coming quarters because of stronger-than-expected ASPs," said Amit Daryanani of Evercore ISI.

Counterpoint analyst Archie Zhang said: "Other Android phone makers (such as Vivo, OPPO, Honor) have all entered the high-end market, but establishing a high-end brand image cannot be done overnight." The data shows that in the past nine quarters, more than $400 The premium phone market has fared better than the overall handset market, with Apple holding 57% of the premium segment last quarter. As for the ultra-premium segment priced above $1,000, sales doubled year-over-year last quarter, with Apple accounting for 78% of the market.

Some analysts believe that Apple is transforming from ASP to "lifetime user value", which simply means expanding services and making more money from 1 billion iPhone users.

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