• Store traffic mixed, but good supply for walk-in sales
• iPhone 16 Pro and 16 Pro Max leading out the gate
• Upgrades not initially driven by Apple Intelligence demand

Apple’s latest iPhone 16 generation became available in stores across the world on September 20^th, 2024. The Counterpoint Research USA team was on the ground across Boston and Minneapolis/St. Paul to gather launch day impressions. Here are our quick takeaways:

• There appears to be more inventory in store, allowing more walk-in customers to pick a new iPhone 16 of their choice. In years’ past, a lot of local inventory was reserved for pre-orders only.
• Lines at the high-profile Apple store at Mall of America, Bloomington, MN formed early in the morning for pre-order pickups and walk-in purchases. Boston store lines were more muted early in the morning.

Apple Store Mall of America. Image source: Counterpoint Research

• Traffic at carrier stores varied. In some cases, stores appeared busy while others saw limited uptick vs normal Friday foot traffic.
• Buyers are upgrading because they are looking to upgrade – Apple Intelligence did not appear to be a primary purchase mover. Many users are coming from older devices such as the iPhone 12, iPhone 11 and even older.
• Like previous years, the Pro and Pro Max models seem the most popular from the start. However, Apple.com shipment times are about 2x lower for the Pro Max Model compared to last year. An early color favorite is Desert Titanium.

• The launch was not without some hiccups. Not all iPhone 16 units on the store floor were updated to the correct OS version to showcase Apple Intelligence features. More training is needed for associates at brand stores and carrier locations to effectively showcase new AI features and the new camera button.

Apple Store Cambridgeside Galleria, Massachusetts. Image source: Counterpoint Research

Apple Store Bolyston Street, Massachusetts. Image source: Counterpoint Research

Apple Store Rosedale Mall, Minnesota. Image Source: Counterpoint Research