With a sticky software and services ecosystem, the iPhone has proved to be an effective gateway device for Apple’s other products, but the bridge has its limitations, a new study shows.
According to Consumer Intelligence Research Partners, Apple has successfully used the iPhone to sell mobile products such as the iPhone, iPad, Apple Watch and AirPods, but the company has switched to Mac, Apple TV and HomePod. Is struggling for
The research firm surveyed approximately Apple 900 Apple product owners in the United States who bought an iPhone in the 12-month period ending June 2021 to find out what other devices they own.
Surprisingly, almost 90% of iPhone buyers have a desktop or laptop, but only 41% of them have a Mac, the healthy part of which is from some use of the MacBook. Owned by tablets, the next largest device category reported by iPhone owners is 79%, while Apple’s iPad accounted for 84% more overall.
About 65% of iPhone owners in the survey also use a smartwatch. As might be expected, the Apple Watch is equivalent to the iPad’s access to three-quarters of these devices. AirPods also have relatively high adoption rates, with half of the 40% of iPhone buyers opting for Apple’s solution.
Although Apple is successful in most of the markets in which it competes, it is difficult to break the domestic product segment. A large portion of iPhone buyers own a streaming TV device at 69%, but Apple TV makes up only a quarter of that segment, with the rest going to devices such as Google Chromecast, Roku and Amazon Fire TV. Similarly, 45% of iPhone buyers own a smart speaker, while only 10% choose HomePod or HomePod Mini.
“In short, most iPhone buyers own iPads as well as iPhone accessories, primarily Apple watches and AirPods.” “Thus, iPhone buyers have other mobile electronics or smartphone accessories, they own Apple products.”
Apple is rumored to be working on new products for the living room, but those devices are far from complete, if complete. A report in early August claimed that Apple’s own engineers were questioning the company’s home device strategy.