4 Things You Need to Know about Apple Products and Users

 In Consumer Insights

Last week, Apple stocks plunged after a disappointing quarterly earnings report. Since the report, there has been much speculation about the future of Apple and its products – specifically the iPhone and Apple Watch. Has the worldwide appetite for Apple products been completely satisfied, and are there new opportunities for Apple to get some of its luster back?

We have collected some of the facts and figures about Apple products and the demographics of its users as a way to reveal the state of Apple today. Unless otherwise noted, the figures reported reflecting data as of March 2016 from U.S.-based adult (18+) users and device owners.

Usage and device ownership

Relatively speaking, Apple is still doing okay on desktop/laptop computers and smartphones.

  • As many as 124.4 million U.S. users have accessed one of Apple’s online services (web-based or apps) at least once during March, which puts Apple’s net reach at 50.2% [Note: Not all users who accessed Apple’s services use an Apple device as their primary device (e.g.. iPhone, iPad or Mac)].
  • There were 91.3 million iOS online users in March: 73 million iPhone users and 54.3 million iPad users.
  • 35% (24.4 million) of Apple’s iPhone users are using iPhone 6, 19% (14.2 million) iPhone 5S, 12% (9 million) iPhone 5C, 11% (8.2 million) iPhone 6 Plus and 8% (5.5 million) iPhone 6S
  • 23% (12.3 million) of Apple’s iPad users are using iPad 2, 17% (9 million) iPad Mini, 16% (8.6 million) iPad Air; and 15% (8 million) iPad 4

But, as has been reported, their sales are flat in the U.S. and other Western markets, and they seem to be facing saturation. The new smaller device models have barely begun to make an impact.


Who are Apple’s users?

For the last couple of years, our data has shown that women are more likely to own a Mac and have an iPhone. And those figures remain the same.


In terms of usage from a generational perspective, adult iOS users are mainly Millennials and then Gen Xers, with a not-so-insignificant cohort of Baby Boomers.


Are international markets the next growth area for Apple?

The drivers for the future performance of Apple will be in the foreign markets, where they do not yet face saturation.  Or this was what everyone was thinking when Apple announced the iPhone SE – a smaller, cheaper version which had most of the same features (or more) as the iPhone 6 and 6s.

If you look at the Chinese market, it looks like a likely place for that expansion. The Chinese are mobile focused. We recently reported that 19% of the total Chinese online user base is mobile-only. But in a New York Times blog post, “Apple iPhone, Once a Status Symbol in China, Loses Its Luster,” Paul Mozur suggests that die-hard Apple owners are starting to look at other options that have a similar design and features but are significantly cheaper. Mozur states:

“But one challenge for Apple’s sales this year is that its most recent models do not represent a big leap from the previous generation. ‘Everyone bought a 6 series,’ Steven C. Pelayo, a technology analyst at HSBC in Hong Kong, said by email, referring to models introduced in late 2014. They ‘were less inclined to upgrade to a 6s, which only had very minor changes,’ he added.”

Where’s the next big thing for Apple?

The good news is that new devices show some promise for growth.

  • Apple Watch’s share of wearable devices in use is at 17.5 percent.
  • Apple TV ticked up .5 percent to 16.5 percent of all streaming players in use.

But as Verto Analytics CEO, Hannu Verksalo, recently told Venture Beat:

“For Apple to grow here in the U.S. and other developed markets, they need to successfully monetize their user base outside of the revenue streams coming from device sales and current Apple app store payments.”

Contact us to get more information about our Apple research and Device Watch data.

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