The latest data from a market research agency shows that against the backdrop of the global trend of high-end smartphones, the average selling price (ASP) of Apple’s iPhone crossed the $1,000 mark for the first time in the fourth quarter of 2025. This milestone coincides with Apple's just-announced record-breaking quarter: the company achieved revenue of $143.8 billion and net profit of $42.09 billion in the first quarter of fiscal 2026. The total number of active devices worldwide has exceeded 2.5 billion, further driving the growth of its subscription and services business.
Data from Counterpoint Research pointed out that due to the "premiumization" trend and rising material costs, the global average selling price of iPhone reached US$1,011 in the fourth quarter of last year.
Another analyst firm, Smart Analytics Global (SAG), gave a higher figure in an independent report, believing that the iPhone ASP reached US$1,032 in the quarter. It also emphasized that this was the first time that Apple had pushed the average selling price above US$1,000.
From the perspective of the overall market, the average selling price of global smartphones also exceeded US$400 for the first time in the fourth quarter of 2025, a year-on-year increase of 8%, continuing the previous trend of high-end driving ASP to continue to rise.
In the last year of statistics, the global average selling price of iPhone just exceeded US$900, while the ASP of the entire smartphone market was about US$356, and now the gap has widened further.
Specific to the model level, the iPhone 17 series launched in September 2025 has become a key force in driving Apple’s ASP and revenue.
Data show that thanks to the sales performance of the iPhone 17 series, Apple captured 59% of the global smartphone market revenue share and 25% of shipments in the fourth quarter of 2025, while driving total global smartphone revenue to increase by 13% year-on-year to US$143 billion, while shipments increased by 5% year-on-year.
Counterpoint's statistical chart shows that the proportion of iPhone 17 Pro and Pro Max in the product portfolio has increased significantly, and the trend of users choosing larger storage capacity versions is one of the main factors driving up the overall ASP.
Reports pointed out that the fully equipped top-end version of the iPhone 17 series is priced as high as $2,000, becoming a new benchmark for the price ceiling of Apple’s product lines in recent years.
Analysts also mentioned that in addition to high-endization itself, the rise in global smartphone prices is also closely related to factors such as tight supply of memory chips, increases in DRAM/NAND prices, and the early release of flagship models by major manufacturers.
In developed and emerging markets, consumers are more willing to upgrade to models with higher prices and higher specifications, driven by factors such as holiday promotions, trade-ins and installment payments, thus pushing up the overall shipment structure and market ASP.
Tarun Pathak, director of Counterpoint Research, predicts that global smartphone ASP will continue to rise in the next few quarters as high-endization deepens, prices of key components such as memory continue to rise, and users’ demand for AI functions increases.
However, the report also warned that higher memory and component costs may put pressure on shipments in 2026, forcing manufacturers to find a new balance between price and sales.
Many analysts have previously pointed out that Apple has contributed nearly half of the world's smartphone revenue in a single quarter many times, and the "stickiness" of Apple's ecosystem is also one of the important factors supporting its high ASP.
Due to the ecological dependence formed by users' long-term use of multiple devices such as iOS, iCloud, Apple Watch, and Mac, they are more reluctant to switch to lower-priced Android phones. This has invisibly consolidated Apple's pricing power and profit margins in the high-end market.