Consumer Intelligence Research Partners (CIRP)The latest data from Apple shows that Apple’s iPhone 16e got off to a strong start, accounting for 7% of U.S. iPhone sales in its first quarter. The new mid-range model surpassed the iPhone SE in market share during the same period last year.
The iPhone 16 series (plus 16e) currently has five models and accounted for 74% of total U.S. iPhone sales in the March 2025 quarter. This is a significant increase from the 68% share held by the four iPhone 15 models during the same period in 2024.
While the 16e is driving most of the growth, CIRP's data shows some surprising changes across the product line. Sales of the standard iPhone 16 increased significantly, accounting for 20% of sales, while the iPhone 15 accounted for only 14% in the same period last year.
At the same time, sales of Apple's high-end models unexpectedly declined. The iPhone 16 Pro and Pro Max combined accounted for 38% of iPhone sales, down from 45% for the iPhone 15 Pro model in the same period last year. The market share of iPhone 16 Pro dropped from 22% to 17%.
The data suggests Apple's strategy of strengthening its mid-range lineup may be paying off overall, with more buyers choosing the standard iPhone 16 over the pricier Pro models. At the same time, the 16e appears to be attracting consumers who might have previously opted for an older model.
Older iPhones, defined as those that have been on the market for more than a year, accounted for 26% of U.S. sales, down from 32% the year before. The decline is tied to Apple's streamlining of its iPhone lineup, which included discontinuing the iPhone SE, iPhone 14 and 14 Plus during the quarter.