Overview

Counterpoint Research uniquely tracks both sell-in and sell-through of mobile handsets in the market, giving a broader perspective of the market dynamics. This report covers quarterly sell-in vs sell-through of Apple iPhone models along with average selling price (ASP). The report provides global iPhone shipment and sales by quarter helping clients to understand the demand/supply scenario for the individual models. In Q2 2026, iPhones shipments increasing 13% YoY, supported by resilient premium demand and stronger contribution from the latest generations.

What the Full Report Will Cover

• Quarterly global sell-in and sell-through performance for Apple iPhone models, along with ASP trends
• Model-level shipment and sales performance to track demand across different iPhone generations
• Comparison of sell-in versus sell-through to assess inventory movements and demand-supply dynamics

Who Should Read This

• Smartphone and Apple industry professionals tracking iPhone demand and channel dynamics
• OEMs, component suppliers and supply-chain teams monitoring Apple’s production and inventory trends
• Distributors and channel partners evaluating inventory and sell-through conditions

Key Questions the Report Answers

• How are iPhone sell-in and sell-through trends evolving across quarters?
• Which iPhone models are driving shipments and consumer sales?
• Where are sell-in and sell-through diverging, and what does this indicate about inventory levels?