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Another Apple super-cycle could be building momentum

By Cookie Monster - on 1 Nov 2022, 1:11am

Another Apple super-cycle could be building momentum

The Apple iPhone 14 and iPhone 14 Plus.

Another Apple super-cycle could be building momentum according to Counterpoint Research. Its market intelligence report says there is an increasing number of first-time buyers of Apple products.

Despite the foreign exchange headwinds and rising inflation, Apple still managed to have a record-high installed base number of active iPhone devices which is driven by a record number of upgraders as well as "double-digit" growth of switchers. There is also record growth in emerging markets such as India, Indonesia, Thailand and Mexico. 

For the Apple Watch, Counterpoint Research claims two-thirds of Apple Watch purchases came from new users. There seems to be strong growth for the smartwatches, thanks to demand for the Apple Watch SE, Apple Watch Series 8, and Apple Watch Ultra though supply remains constrained.

The launch of the M2-powered MacBook Air and MacBook Pro helped Apple reach an all-time high for the installed base of Mac devices. The market research firm says more than half of the Mac purchases came from new users.

On the enterprise front, Apple is said to have strong growth with Ford using the advanced camera system on the iPhone/iPad for quality inspection of the new F-150 vehicles. The high residual value of Apple devices is cited as a key selling point to attract new customers. Coupled with the trade-in programs, Apple is able to reduce the refresh cycle and retain customers.

The last super-cycle for Apple happened in 2021 when Apple CEO Tim Cook claimed the company "the largest number of upgraders" ever in a quarter. 

Source: Counterpoint Research via 9to5Mac

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