Shulou(Shulou.com)11/24 Report--

The ASP of Apple phones will rise in the next two quarters as consumers are more willing to buy iPhone 14 Pro / Pro Max models, Beijing time reported on the morning of September 26.

According to Counterpoint Research's forecast, Apple released the iPhone 14 series of phones earlier this month, and the demand is strong. The ASP (average selling price) is expected to hit a new high of $892 in the September quarter and climb again to $944 in the December quarter. In the fourth quarter of last year, iPhone's ASP reached $873.

Mobile accounts for 50% of Apple's total revenue, and Wall Street pays close attention to iPhone's ASP. In 2015, the average price of Apple's iPhone was only $690. when the new phone was released earlier this month, Apple did not raise the price, but the ASP still rose, which is particularly noteworthy.

The rise in ASP was mainly due to the popularity of the iPhone 14 Pro and Pro Max models. Evercore ISI surveyed about 4000 consumers and found that about 56 per cent of those interested in buying iPhone were prepared to choose Pro, up from 41 per cent last year. Evercore ISI expects Apple's iPhone's ASP to rise to $940 next year, 10% higher than in the iPhone 13 cycle.

"We have raised iPhone's revenue in the next few quarters because ASP is stronger than expected," said Amit Daryanani, Evercore ISI.

"other Android phone makers (such as vivo, OPPO, Glory) are all entering the high-end market, but building a high-end brand image cannot be achieved overnight," said Archie Zhang, an analyst at Counterpoint. The data show that the high-end mobile phone market above $400 has outperformed the overall mobile phone market in the past nine quarters, with Apple accounting for 57% of the high-end market last quarter. As for the ultra-high-end market, which sells for more than $1000, sales doubled last quarter from a year earlier, with Apple accounting for 78 per cent of the market.

Some analysts believe Apple is shifting from ASP to "lifetime user value", simply expanding its services to make more money from 1 billion iPhone users.

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