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The iPhone has failed to serve as a gateway product to the Mac, Apple TV, and HomePod for over 50 percent of iPhone users, while the iPad, Apple Watch, and AirPods have seen considerably better popularity among iPhone owners, according to data gathered by Consumer Intelligence Research Partners (CIRP).

cirp-iphone-owners-other-devices.jpg
The device ownership of iPhone buyers (twelve months ending June 2021).


The CIRP investigation sought to ascertain the extent to which iPhone users have bought other Apple devices, given the fact that Apple seeks to cross-sell its entire product line to its core customers.

The study highlighted a contrast between personal computers and tablets for most iPhone owners. While almost all iPhone users have a computer, only a 41 percent share of these users have a Mac, with the majority having a Windows or Google Chrome device instead. On the other hand, of the iPhone users that have a tablet, 84 percent own an iPad.

The Apple Watch and AirPods have also seen significant uptake from iPhone owners. Of the two-thirds of iPhone owners who have a smartwatch, three-quarters of those have an Apple Watch. Similarly, 40 percent of iPhone users have true wireless earbuds, and over half of these are AirPods.

Apple has seen the least success with the Apple TV and the HomePod among existing iPhone users. 69 percent of iPhone owners have a TV streaming device, such as a Google Chromecast, Roku, and Amazon Fire TV, which is more than those that have a smartwatch, but only one-quarter of these are Apple TV devices.

Likewise, of the 45 percent of iPhone users that have a smart speaker, just 21 percent have a HomePod. CIRP noted that the HomePod has the lowest penetration into the iPhone buyer population as well as the lowest share of ownership in the category, among all six products analyzed in the study.

Overall, while Apple has succeeded in selling mobile devices to existing iPhone owners, including iPads and direct iPhone accessories such as AirPods or Apple Watches, the company has struggled to encourage a majority to buy Macs and home devices such as the Apple TV and HomePod.

CIRP based its findings on a survey of approximately 900 Apple customers in the United States that purchased an iPhone in the twelve-month period ending in June 2021.

Article Link: iPhone Serves as Gateway to iPad and Apple Watch Sales, but Mac, Apple TV, and HomePod Lag Behind
 

PlayUltimate

macrumors 6502a
Jul 29, 2016
972
1,800
Boulder, CO
makes sense to me. . . the iPhone et al are consumption mobile devices. The Mac is a productivity/work tool. And those decisions are often described prescribed by an employer.

AppleTV and HomePod, IMO, are mostly niche devices that only the Apple faithful own. (and yes, I won both. )
 
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gaximus

macrumors 68020
Oct 11, 2011
2,293
4,532
I'm not sure I understand the meaning of the chart. is it percent of iPhone users owning the device? because I'm pretty sure that iPads out sell all other tablets on the market combined(unless that's changed recently), and I thought the same thing about AirPods. (quick google search didn't find me any answers on that)
 

batman75

macrumors 6502a
Apr 15, 2010
708
147
The data makes sense to me. I own every category of Apple product except the HomePod. The HomePod is useless because it's not compatible with third party home automation products. If Apple is serious about HomePod they should make it as broadly compatible as the Amazon Echo and Google Home products. If I can't control my Z-Wave alarm, Honeywell thermostats and Alarm.com security system, then it is not a viable product. Apple's insistence on HomeKit is a deal breaker.
 
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Mebsat

macrumors regular
May 19, 2003
216
373
Florida
These are strange conclusions to draw. These unweighted numbers don't tell you anything significant. If anything, it shows the iPhone is very popular with PC users, which we already knew.

But to tease out any meaningful correlation, unit sales by each category and replacement time interval would have to be considered.
 

Apple Knowledge Navigator

macrumors 68040
Mar 28, 2010
3,567
12,066
Aside from industry compatibility (which granted is improving), I think I can safely say I’m happy the Mac continues to be the underdog.

Who knows what capitalist junk Apple would ship if it was the world’s #1 computer vendor… It’s bad enough they sell leather MacBook ‘sleeves’ that cost more than basic peripherals.
 

Darth Tulhu

macrumors 68020
Apr 10, 2019
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iPhone and iPad share OSes, so the experience is highly familiar to their owners. Pairing the Watch, AirPods, and AirTags are also unbelievably simple.

Also, given the iPad's current capabilities there really is no need for the average consumer to go beyond that for home use.

The Mac is the odd man out here because it has been relegated to a (mostly) work-type device by the above, it's OS is vastly different, and is less portable than its i-counterparts.

I think that Mac sales will continue to stagnate/decline in that sector. Whether or not it makes inroads into the Enterprise remains to be seen, although I still think that it is probably the perfect tool for most college students if you're just going to have the one workhorse device.
 

klunernet

macrumors regular
Jul 14, 2011
120
308
Hoorn, NL
Homepod is not yet available in a lot of markets. (I got mine grey import, it has an American plug). AppleTV is … I don’t know. Most apple users I know have them, I am on my third now. And it sees daily use.
 

Apple Knowledge Navigator

macrumors 68040
Mar 28, 2010
3,567
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If Apple is serious about HomePod they should make it as broadly compatible as the Amazon Echo and Google Home products.
This is the ultimate problem. Tim Cook has said several times that Apple would only enter markets that it felt it could make a meaningful impact on; but what this essentially means is that if they opened up HomePod, it would have no advantage over other products.

Few people actually value top sound quality compared to other conveniences for smart devices - they want compatibility with their choice of services.
 

klunernet

macrumors regular
Jul 14, 2011
120
308
Hoorn, NL
I think that Mac sales will continue to stagnate/decline in that sector. Whether or not it makes inroads into the Enterprise remains to be seen, although I still think that it is probably the perfect tool for most college students if you're just going to have the one workhorse device.
enterprise perhaps not, but I see a lot of small/medium having a large mac saturation.
 
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jerry333

macrumors regular
Nov 4, 2005
137
28
The numbers are not surprising, given Macs have been treated poorly after Snow Leopard with reduced functionality and have been basically treated as an unwanted stepchild. The new M series chips may help because they show some commitment to Macs.
 

now i see it

macrumors G4
Jan 2, 2002
10,903
23,104
Air pods were designed for iPhone and I don't think there's anyone who owns an AWatch without owning an iPhone too. It's kinda dependent on it
 

Mainsail

macrumors 68020
Sep 19, 2010
2,380
3,183
makes sense to me. . . the iPhone et al are consumption mobile devices. The Mac is a productivity/work tool. And those decisions are often described by an employer.

AppleTV and HomePod, IMO, are mostly niche devices that only the Apple faithful own. (and yes, I won both. )
I agree. Phones and tablets are more personal use, and employers are less likely to dictate these device. Desktop computers and laptops are another story. Many employers provide computers to their employees with pre-loaded corporate software. In many cases, there isn’t a lot of choice involved.
 

FNH15

macrumors 6502a
Apr 19, 2011
816
859
The numbers are not surprising, given Macs have been treated poorly after Snow Leopard with reduced functionality and have been basically treated as an unwanted stepchild. The new M series chips may help because they show some commitment to Macs.
??

Been using Macs since OS9. What are you talking about? Every subsequent OS has been an improvement over the last (expect for 10.7, maybe, although it laid a the ground for a lot of frameworks we enjoy today, like document snapshots). Of course they’re going to focus on iOS, but the innovation is a two way street...
 
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H3LL5P4WN

macrumors 68040
Jun 19, 2010
3,407
3,972
Pittsburgh PA
I mean, that makes perfect sense given the price points.

I've been an iPhone user since 2009 and only this year did I finally buy a Mac for myself. I had a couple hand-me-downs and a grossly underpowered Mac mini in the interim.
 

sw1tcher

macrumors 603
Jan 6, 2004
5,607
19,846
The study highlighted a contrast between personal computers and tablets for most iPhone owners. While almost all iPhone users have a computer, only a 41 percent share of these users have a Mac, with the majority having a Windows or Google Chrome device instead. On the other hand, of the iPhone users that have a tablet, 84 percent own an iPad.

The Apple Watch and AirPods have also seen significant uptake from iPhone owners. Of the two-thirds of iPhone owners who have a smartwatch, three-quarters of those have an Apple Watch. Similarly, 40 percent of iPhone users have true wireless earbuds, and over half of these are AirPods.
I'm going to say it's a cost thing. A MacBook Air and Pro is a lot more expensive than a Chromebook or Windows PC. If Apple wants to better cross sell, Apple should be looking for ways to lower their laptop prices, not raise them.

Maybe Tim Cook shouldn't have tried to push people to buy an iPad as a replacement for their notebook and desktop?




Tim Cook: "I think if you're looking at a PC, why would you buy a PC anymore? No really, why would you buy one?" [...]

"Yes, the iPad Pro is a replacement for a notebook or a desktop for many, many people. They will start using it and conclude they no longer need to use anything else, other than their phones."
 

centauratlas

macrumors 68000
Jan 29, 2003
1,831
3,811
Florida
makes sense to me. . . the iPhone et al are consumption mobile devices. The Mac is a productivity/work tool. And those decisions are often described by an employer.

AppleTV and HomePod, IMO, are mostly niche devices that only the Apple faithful own. (and yes, I won both. )

It is also a question of time. It may take time for people to have purchased movies or TV shows on their iPhone or iPad. Once you have a critical mass of some movies, you might be thinking, "I wish I could play these on the TV" and then find out about Apple TV. Or "How can I play Apple TV+ on the TV not the phone/ipad?" Or "how do I back up my iPhone if I don't want to use iCloud (or Windows)" for whatever reason you might not want to use iCloud? How can I display all my photos in an organized fashion on my TV? How about movies of the kids? Then, "How can I use stereo on the TV?" Oh, HomePod.

I hope Apple is viewing this as a long game where you get more and more people who have bought into the ecosystem.

Of course, a lower price point for HomePod and Apple TV wouldn't hurt, and would probably help quite a bit. Sell them for zero margins to get them in the hands of people. To me, the newest Apple TV is a huge improvement over the previous one and I think people might see that if they actually tried them.
 

Shanghaichica

macrumors G5
Apr 8, 2013
14,656
13,148
UK
makes sense to me. . . the iPhone et al are consumption mobile devices. The Mac is a productivity/work tool. And those decisions are often described by an employer.

AppleTV and HomePod, IMO, are mostly niche devices that only the Apple faithful own. (and yes, I won both. )
I also own both. However I’ve had an Apple TV since 2010. Even in times when I didn’t have an iPhone.
 
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Darth Tulhu

macrumors 68020
Apr 10, 2019
2,275
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I'm going to say it's a cost thing. A MacBook Air and Pro is a lot more expensive than a Chromebook or Windows PC. If Apple wants to better cross sell, Apple should be looking for ways to lower their laptop prices, not raise them.

Maybe Tim Cook shouldn't have tried to push people to buy an iPad as a replacement for their notebook and desktop?

Tim Cook: "I think if you're looking at a PC, why would you buy a PC anymore? No really, why would you buy one?" [...]

"Yes, the iPad Pro is a replacement for a notebook or a desktop for many, many people. They will start using it and conclude they no longer need to use anything else, other than their phones."
I think that Tim's question was appropriate in a non-sarcastic way. I remember taking it that way before and being irate at the fact that, at least back then, the iPad wasn't really there for me to replace my Macs.

Today? My Macs gather dust. The (12.9") iPad is all I (and the wife, and my daughter) need. I have a (work-issued) PC for work, and my boys each have gaming PCs (at their behest).

I'll still keep a Mac around, but just for working on the iPads when I need to manage them. The newest one is from 2012 though, so Catalina will be the last macOS I'll probably end up using regularly.
 

BruiserB

macrumors 68000
Aug 9, 2008
1,739
729
I love the AppleTV. Yeah, it seems silly to spend almost $200 to replicate functionality that comes built into most sets now, but it is far superior to the interface offered by any of my TV's and is consistent between all of my TV's even though they come from different vendors.

And I have a HomePod mini....it's okay but kinda lacks any essential purpose. I'd love it more if it had a battery so it could be portable and could recharge by sitting on a MagSafe puck while I'm not charging my phone.
 

Amazing Iceman

macrumors 603
Nov 8, 2008
5,546
4,281
Florida, U.S.A.
A lot of people are happy with an iPad, because of portability, ease of use, and because it does all they need to do.
The rest would buy a Mac.

In my case I have them all: iPhone, iPad, MacBook and iMac...
I use my iPad the most, even for work. Then when I really need to do multiple things at once, I'll use the iMac and the iPad together. To me, they complement each other.
 

GMShadow

macrumors 68000
Jun 8, 2021
1,937
7,900
I'd be curious to find the average age (and initial cost) of the PCs that these folks own. I'm betting most of them have 3-5 year old laptops that were in the $400-$600 range, and they barely use them.
 
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