Apple’s iPhone Pro series is renowned for embodying the company’s latest technological advancements. Originally, Apple showcased cutting-edge features like 120Hz OLED displays exclusively in Pro and Pro Max models, leading to their higher price points.

Nonetheless, many consumers have shown a willingness to invest in these premium devices. Recently, however, the sales performance of the iPhone 16 Pro series has not met expectations.

Data from CIRP indicates a notable decline in sales compared to its predecessor, the iPhone 15 Pro series. In the first quarter of 2024, the iPhone 15 Pro and Pro Max comprised 45% of Apple’s total iPhone sales.

Sadly, this figure dropped to approximately 38% in the first quarter of 2025 for the iPhone 16 Pro and Pro Max. Interestingly, the base model, iPhone 16, has garnered greater popularity, accounting for 20% of sales in the same period—up from 14% for the iPhone 15 in Q1 2024.

The reasons for this shift in consumer preference remain unclear. It’s possible that the incremental upgrades in the iPhone 16 series failed to captivate buyers adequately.

While the A18 Pro chipset offers enhanced speed and new features such as a Camera Control button and slimmer bezels, many may not see sufficient benefits to justify upgrading from older models, particularly as prices for the iPhone 15 series have decreased. Another notable trend is the performance of the iPhone 16e, which represented 7% of total iPhone sales in Q1 2025, despite its compromises compared to the base model.

This suggests that customers are increasingly willing to sacrifice certain features for the sake of a lower price point. Looking ahead, it will be intriguing to observe how the introduction of the iPhone 17 series influences these trends, especially with the anticipated launch of the new iPhone 17 Air.

Preliminary designs suggest it could be an appealing option for consumers.