The iPhone 11 has been Apple’s best-selling device in the prepaid market to date.
Apple has followed an N-X strategy for prepaid to offer consumers iPhones that would otherwise not be accessible to them.
This has helped Apple grow its base as it gets more users into the iOS ecosystem.
As the iPhone 11 goes EOL, the iPhone 12 will likely become the new prepaid champion for Apple.
New iPhone SE expected to be launched in 2025, which may affect Apple’s prepaid strategy going forward.
Apple’s best-selling prepaid device to date is the iPhone 11, according to Counterpoint’s US Channel Share Tracker. The device has been selling in the prepaid channels of Boost, Cricket, Metro by T-Mobile, and Verizon Prepaid since 2019. In 2023 and 2024, the iPhone 11 was often discounted to $50 or even $0 for switchers at these major prepaid carriers which helped drive Apple’s sales and convert more people over to iOS.
In 2024, the iPhone 12 has been growing towards becoming Apple’s prepaid iPhone of choice. According to Counterpoint’s US Promo Tracker, promotional deals for the iPhone 12 have begun to ramp up in 2024 as Apple now focuses on selling the iPhone 12, the brand’s first 5G-capable smartphone, in the prepaid market.
Source: US Channel Share Tracker
We expect Apple to launch a new iPhone SE in early 2025. Depending on the pricing of the device and specifications, it could mean a major turning point for Apple in its prepaid strategy, especially with Apple continuing to ramp up Apple Intelligence with its latest iPhone 16 launch.
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Author
Maurice Klaehne
Maurice Klaehne is a Senior Analyst with Counterpoint Technology Market Research, based out of Boston, USA. He has spent more than five years working as a market researcher and strategy consultant heavily focused on emerging markets and uncovering new growth opportunities for his clients which include business service, CPG, healthcare, and life science companies. Maurice holds a Master's in International Development and Management from Sweden's Lund University, and an undergraduate degree in Political Science and International Development from Canada's McGill University. He is a native German speaker and also speaks fluent French.
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