iPhone 8 and 8 Plus Sold 'More Like an 'S' Model' During Launch Quarter According to New Report


macrumors bot
Original poster
Apr 12, 2001

The iPhone 8 and iPhone 8 Plus accounted for 16 percent of total iPhone sales in the July-September 2017 quarter, which means the new smartphones "look much more like an 'S' model" in terms of sales. According to a report sent to MacRumors today by Consumer Intelligence Research Partners, the new devices actually represented a smaller sales percentage than 'S' devices have in past years, particularly in comparison to the iPhone 6s with 24 percent of iPhone sales in 2015.

In terms of each model, the iPhone 8 had 6 percent of iPhone sales and the iPhone 8 Plus had 10 percent in the fiscal quarter ending October 1, 2017. While the smartphones' small share makes sense, because they were only available for about a week (shipping September 22) in the quarter that CIRP analyzed, previous generation iPhones were notably higher at the same points over the past few years.

The iPhone 7 and iPhone 7 Plus accounted for 43 percent of sales during this period in 2016, while the iPhone 6s and iPhone 6s Plus had 24 percent of the iPhone sales in this period two years ago. In 2014, the iPhone 6 and iPhone 6 Plus represented 46 percent of iPhone sales in their launch quarter.
"iPhone 8 and 8 Plus accounted for only 16% of total sales, compared to a 24% share for the iPhone 6S and 6S Plus two years ago," said Josh Lowitz, CIRP Partner and Co-Founder. "While it's a little early to know, it appears that this even lower share relative to that earlier 'S' model probably resulted from some buyers delaying a purchase, we think in anticipation of the new iPhone X."

So, in terms of consumer demand and reception, the 8 and 8 Plus have a share of total sales that makes them look much more like an 'S' model, while the 7 and 7 Plus was closer to the very well-received 6 and 6 Plus. This is not surprising, as the form factor remained the same, and the improvements in features were incremental and internal."
CIRP co-founder Mike Levin mentioned that Apple's dual-announcement of the iPhone 8 and iPhone X "changed the market dynamic" for 2017, echoing previous sentiments that many users are not ordering the former smartphone because they're waiting for the latter device. The new report is based on a survey of 500 Apple customers who made a purchase between July and September of this year.

In the 2017 quarter, the iPhone 7 and iPhone 7 Plus continued seeing strong demand, with both devices accounting for 58 percent of sales. In total, older models like the iPhone 6s, 6s Plus, and SE represented 25 percent of sales in the quarter. Levin explained that "rather than waiting for and buying the iPhone 8, it looks like buyers in this quarter either bought existing models, or decided to wait for the iPhone X, later in the year."

Article Link: iPhone 8 and 8 Plus Sold 'More Like an 'S' Model' During Launch Quarter According to New Report


macrumors 68020
Jun 13, 2016
This is kind of too be expected, although it would have done better without the X it probably wouldn’t reach non-S year levels.


macrumors 6502a
Mar 31, 2011
No problem, Tim can raise margins for next iteration, working as intended.


macrumors regular
Jul 27, 2011
Unsurprising, it’s effectively the iPhone 6SSS. I’ve got an upgrade due this month and I don’t know whether I can really justify an upgrade from a 6S to an 8, but the prospect of getting hold of an X any time before 2018 seems unlikely given the supply issues.
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macrumors 68030
Mar 23, 2006
The iPhone 8 kind of is the S model for the 7 in my opinion. I moved from the iPhone 7 to the iPhone 8 Plus because my carrier did away with the 'new every 2' model and I used that as a opportunity to get on the Apple iPhone Upgrade program and also change my service plan to unlimited.

I am very happy with the iPhone 8 Plus. It is an amazing phone and the best iPhone I have ever used.
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Jun 3, 2015
Looks like apple quietly discontinued 7 series model, which MR reported 7 selling more than 8.


macrumors newbie
Aug 4, 2017
Was there ever a 7s ? What are you talking about Willis! iphone 7 was released last year.......


macrumors 65816
Sep 16, 2014
Wish I Was In Space!
Well not surprised by this data.. doesn't take into consideration that most stores don't have 8 in stock due to lack of ordering by Apple personnel. Even carriers have readily available 7's and tell you there's a wait on 8 devices. 8 is a poorman's and essentially they are the same device.. but again it's marketing 101 here, pay more to make people think it's premium/better.


macrumors 68020
Aug 6, 2008
Confusing bar chart when colours for one model are practically the same as another.
Note to CIRP, there are more than 12 colours.
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macrumors 603
Jul 11, 2008
LOL at these articles.

Why would people buy an outdated, overpriced phone? The real insanity is that Apple wants an extra $50 for it.
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macrumors G3
Nov 26, 2007
I'm concerned about what demand for the X is actually going to look like.

Apple's biggest fans seem to mostly be getting the 8 and 8+, while the people I know are either getting an 8 or 8+ or just holding onto whatever they have.

There was that survey suggesting that demand for the X was going to about match the demand for the 8 and 8+ combined, which would be pretty disappointing to me given how low demand has been for the 8 and 8+, but anecdotally, it seems to me that demand for the X is actually going to be even lower than that.

I should really part with my AAPL before it's revealed I'm right...