Oh boy. More like 100% sales data, 0% product nuance. I love breaking it down. 3–6% of iPhone sales is millions of units per year. Apple sells around 200 million iPhones annually, so 6% of that is 12 million units, 3% is 6 million units. You're saying
millions of units annually isn’t “good enough”, but Apple sells the Apple TV and HomePod—both of which don’t even approach 1% of iPhone sales volume. So why do they still exist? Because Apple understands ecosystem and segment coverage.
Also, keep in mind that iPhone SE—a phone with even lower margins and fewer up sell opportunities—continued to be made with far less marketing push than the Mini ever had. If raw share was the only metric that mattered, the SE would’ve been axed first.
Mini had no in-lineup competition? Plus models compete with the Pro Max? This is completely backwards. The Mini had to compete against iPhone 12/13 standard with same internals and bigger screen, a cheaper and similar size feel iPhone SE and on top of that people hesitant about small screens becoming obsolete.
The Plus models don’t compete with the Pro Max for most buyers. The price delta is over $200, and the Pro Max appeals to an entirely different crowd - photographers, status buyers, etc. The Plus exists as a budget large-screen model, a segment with not a lot of historical demand. When 6S and 6S Plus came out, these were the only two new flagship models available and 6S sold over 70%.
You claim iPhone 14 Plus at 11% and 15 Plus at 9% prove that Minis were a flop. Let’s say 9–11% is 2–3x better than 3–6% (a stretch in itself). That still means that
only 1 in 10 people buys the Plus - and again,
this is with no direct large-screen budget competitor in the lineup. In contrast, the Mini had a budget small-screen competitor (SE) and size-preference stigma working against it.
I can't believe you're saying that Apple is now rumored to be replacing the Plus with an “iPhone Air”,
"which further proves that 10% share isn't enough either" - that's completely undermining your entire argument
SE buyers wouldn’t have bought Minis due to price? Price gaps don’t prevent upgrade drift. The SE and Mini
shared the exact same screen size niche, and had nearly identical hand-feel dimensions. Many buyers would’ve stretched budgets if the SE didn’t exist as a $399 “safety net.” Apple
intentionally put two small phones in the same lineup and
splitting the segment. It’s the classic cannibalization trap which Apple accepts for the rest of its product lines (AirPods vs. AirPods Pro, iPad vs. iPad Air, etc.). Also, the Mini had better features (OLED, Face ID, MagSafe). For some SE users, it would have been a
natural next step. What you're saying just shows you have zero product nuance.
The truth is, Apple experiments with size variants because different people want different things. Apple’s cutthroat with SKUs, but they’ll revisit form factors - especially if market conditions shift. The Mini might’ve failed
then, but it’s primed for a comeback if SE moves to a new form factor, or foldables and compact flagships increase popularity but especially because people DO want lighter/smaller phones again. You don't see people cry for a larger phone anymore, but you do see more and more people BEG for a smaller one.
The Mini was a niche product that sold
millions without the support or marketing, or positioning the Plus models got. Given the right circumstances (e.g., removal of SE, repositioning), it could
easily hit 10%+ share now. And that's more than enough for a company that still sells HomePods and iPad minis.
So next time, skip the “logical conclusion” part as you’re not very good at it.