Most U.S. iPhone buyers are turning their business to carriers and forgoing Apple stores. According to a report by Consumer Intelligence Research Partners (CIRP), 79% of people in the United States purchase their iPhone from a carrier: 52% of them go to a store and only 27% do so online.
If you also consider some other channels, Apple is left with only 17% of direct iPhone sales, of which 11% is in Apple Stores. It makes sense: carriers have thousands of physical locations, while Apple has about 300.
Online sales peaked at the start of the pandemic in 2020, accounting for about 50% of total iPhone sales. But since then retail stores have gradually regained their share.
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