Consumer Intelligence Research Partners (CIRP) analysts released a new analysis today that focuses on the Apple ecosystem's breadth. The paper focuses on how the iPhone may be used to access other Apple products such as the Apple Watch, iPad, Mac, and Apple TV.
Josh Lowitz, CIRP partner and cofounder, describes the survey's questions in the report:
What kind of electronics do Apple customers have, and what Apple goods do they have? Apple Watch and AirPods, for example, work well with iPhones. Both devices have attracted iPhone purchasers, and Apple has a sizable and growing market share in both. Buyers of iPhones are also more likely to own tablets, particularly iPads. Almost everyone who buys an iPhone also buys a tablet, and Apple controls a large portion of the tablet market.
According to the report, whereas almost all iPhone buyers own a computer of some kind, only about 40% own a Mac. Around 80% of iPhone owners have a tablet of some kind, with around 70% having an iPad. Here's the whole chart, which shows how far behind Apple is in the smart speaker and streaming TV markets:
iPhone purchasers own devices (twelve months ending June 2021)
CIRP partner and co-founder Mike Levin explained:
Apple has been unable to match its mobile success in the home market. Almost all iPhone buyers own a computer, yet Apple does not have a monopoly, with only 41% of the market. Apple also has a small portion of the streaming TV device market, with more than two-thirds of iPhone purchasers owning one, but just 39% owning an Apple TV box. Apple, as we've seen before, has a modest portion of the smart speaker market, which has expanded among iPhone users, with 45 percent owning one or more, but 75 percent owning a competitor's product.
The conclusions are based on a study of about 900 US Apple customers who bought an iPhone in the 12-month period ending in June 2021, according to CIRP.
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