Apple 2.0

Covering the business that Steve Jobs built

By the numbers: Apple's U.S. launch of the iPhone 5S and 5C

September 20, 2013: 1:58 PM ET

Piper Jaffray's line watchers interviewed 416 customers in three U.S. cities.

Photo: PED

Photo: PED

FORTUNE -- In a note to clients Friday afternoon Piper Jaffray's Gene Munster summarized the results of his team's launch day survey of Apple (AAPL) iPhone customers. Among their findings: (I quote)

  • 90% of iPhone 5S/5C buyers were upgrading from another version of the iPhone compared to 83% for the iPhone 5 launch and 73% for the iPhone 4S. We note that given the relative maturity of the smartphone market in the US, it is not surprising to see that a majority of iPhone 5S/5C buyers were current iPhone users. We believe that the high level of iPhone users upgrading to the new 5S or 5C demonstrates continued high loyalty levels among iPhone users.
  • 36% upgraded from the iPhone 5 (i.e. upgraded from the most recent phone) vs 26% upgrading from the 4S during last years iPhone 5 launch. Our take is that the increasing percentage of iPhone users upgrading from the most recent device shows that Apple loyalists remain committed to the Apple platform.
  • In terms of storage, average capacity was 34.5GB vs 31.4GB for the iPhone 5. We note that the iPhone 5C is only offered in 16 and 32GB versions, which may have impacted the overall average capacity numbers for the launch. Overall, based on the breakdown between capacity levels, we remain comfortable with our ASP assumption of a slight rebound from the newer products in September followed by a gradual decline into th e $560-570 range in CY14.
  • 72% of iPhone 5S/5C customers owned iPads compared to 63% last year.
  • Interest in iPad remains at similar levels to last year. 46% of those customers surveyed suggested that they planned on buying a new iPad over the next 12 months, which compares to 34% last year.
  • Of those consumers expecting to purchase an iPad over the next 12 months, 53% were interested in buying an iPad Mini and 47% in the full-sized iPad.

One more pair of numbers: Team Piper Jaffray counted 1,417 customers in line at Apple's Fifth Ave. store. I counted 1,410.

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Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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