Apple inches up share of direct iPhone sales but carriers dominate the field

Apple continues to gradually expand its direct iPhone sales to consumers, but most U.S. buyers still get their devices through carriers like Verizon, AT&T, and T-Mobile.

iPhone 15 Pro and iPhone 16 Pro

Mobile carriers including AT&T, Verizon, and T-Mobile accounted for 75% of iPhone sales in the U.S. as of late 2023, according to Consumer Intelligence Research Partners. Apple’s own retail stores and website made up 15%, with the remaining share held by big-box retailers like Best Buy and Target.

The balance has held steady for more than a decade. In 2015, carriers already claimed 75% of U.S. iPhone sales, while Apple’s share stood at 11%. Apple has crept up, but mostly gained share from third-party retailers, whose role in smartphone sales continues to shrink.

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