Ten years ago, Apple revolutionized its Apple iPhone lineup by introducing a second phone size. While the company had sold a second model for years, this was typically the previous year’s Apple iPhone at a reduced price. The release of the Apple iPhone 6 Plus marked a turning point, offering consumers a choice between the base model and a larger form factor. USA based CIRP did an analysis of size trends over the years.
Shifting preferences in primary and secondary markets
The significance of Apple’s decision goes beyond consumer preferences—it reflects broader market dynamics, including the secondary phone market. Understanding the historical evolution of Apple iPhone sizes can provide insights into future trends in trade-ins and resale values.
Initially, the industry speculated whether consumers would embrace larger phones or reject them due to pocket-size concerns. Over time, larger phones dominated. Advancements in technology allowed manufacturers, including Apple, to offer bigger screens without compromising portability.
Apple’s evolving form factors
Apple’s lineup today is far more complex than it was a decade ago. Over the last three years, the brand has offered four primary form factors, including the base Apple iPhone, Apple iPhone Plus, Apple iPhone Pro, and Apple iPhone Pro Max. Although Apple briefly experimented with the smaller Apple iPhone mini from 2020 to 2022, the launch of the Apple iPhone Plus in its place proved more successful.
By 2024, the base Apple iPhone remains the most popular, capturing over 40% of sales. The Apple iPhone Pro Max follows with 26%, the Apple iPhone Pro with 19%, and the Apple iPhone Plus at 13%. Notably, the Apple iPhone Plus outperformed the Apple iPhone mini, even taking market share from the base model.
Impact on pricing and margins
The Plus and Pro Max models contribute significantly to Apple’s financial performance. These larger, premium models command higher prices, driving up average selling prices and gross margins. Despite their size, advancements in design have ensured that these phones remain user-friendly and portable.
Lessons for the secondary mobile market
For the secondary market, the historical and current Apple iPhone size mix offers crucial insights. Larger, premium models like the Pro Max and Plus have shown stability in demand, indicating a trend that is likely to continue in trade-ins. Conversely, the discontinuation of smaller models, such as the Apple iPhone mini, suggests declining interest in compact devices.
Conclusion: the success of larger phones
The introduction of the Apple iPhone 6 Plus a decade ago was more than an experiment—it was a paradigm shift. Today, larger phones like the Pro Max and Plus dominate, proving that Apple’s gamble on jumbo devices was a resounding success.
Market
Trade-in
Repair
Refurbishing
